Bell soars into the cloud

Bell Canada wanted to establish itself as a leader in cloud computing services. Media Experts' goal was to drive customers to Bell Cloud information online where they could download the service's computing white papers. The multi-channel strategy included full-page ads in Canada's leading business publication, and featured a flex-form, double-page domination in Posmedia daily newspapers.

The agency partnered with the Globe and Mail to create "Up Next in Technology." The editorial feature, which focused on new innovations, appeared in the Globe's Report on Business in print and online and was sponsored with dominant Bell Cloud executions driving traffic to online information.

To capture the attention of business decision-makers, the agency also planned and executed OOH dominations in Montreal, Toronto and Vancouver airport terminals. Interior columns and corridors were wrapped in 100-ft. long Cloud executions. Bell Cloud messaging on backlit posters, in-terminal entertainment systems and digital OOH display units throughout the terminals completed the domination.

Business travellers were further exposed with sponsored business video content and ads in in-flight enRoute magazine.

Online, Cloud executions included pre-roll video, sponsorships, e-blasts and rich media takeovers of popular mobile business websites. The TV strategy targeted the business viewer with 30-second ads within news, business, financial and current affairs programming.

Bell saw a year-over-year increase of 31% in its business solutions white paper downloads.