January, 2006
Rogers Wireless Shines with Pattison Outdoor Advertising
Rogers Wireless and their new marketing agency Publicis Canada have created an innovative and exciting advertising campaign to promote the world's first I-Tunes enabled cell phone. Working in partnership with Pattison Outdoor, Media Buying Services (MBS) placed 18 of these specially created electroluminescent posters in 5 major markets as part of a national outdoor buy to launch the Rogers Wireless I-Tunes cellular phones.
The posters use electrically charged paper that illuminates different elements of the layout in a pre-established sequence. "It's a fairly big breakthrough in the outdoor advertising world, where suddenly there's a new way of doing something," says John Boynton, chief marketing officer at Rogers Wireless. "It's a little more expensive on the production side, but a lot of outdoor has been the same for a while. This makes you stand out significantly."
Electroluminescence (EL) works on low-voltage electrical current. When an EL panel is switched on, its glows with brilliance comparable to that of a neon sign - with several major advantages.
Advertisers do not rely on lamps to reflect off the surface of the signage. Instead, the electroluminescent panels provide their own light source. The brilliance of the luminosity is comparable to the output of a neon sign, with none of the bulk.
With Electroluminescence, advertisers are not limited to static outdoor media. This technology allows them to create an illusion of motion in the creative designs cost effectively utilizing existing poster panel inventory. Installation is simple and existing power conduit is all that is required.
Pattison Outdoor Advertising is the largest Canadian-owned out-of-home advertising company with 15 sales offices serving over seventy markets from coast to coast. Pattison Outdoor Advertising sells and services a large inventory of Posters, Backlit Posters, Superboards, Murals, Street Level, Mall Posters, Transit Advertising, Airport Advertising and Electronic Media.
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