Radio Innovative Use of RadioEntrant:
Credits Corporate Name of Client: Shaw Cablesystems G.P. Client Account Director: Sylvie Dubois Agency: BBDO, Toronto Executive Creative Directors: Peter Ignazi/Carlos Moreno Associate Creative Director: Jamie Marcovich & Todd Cornelius Production Company: 6 Degrees, Calgary Director: Dan McManus Executive Producer: Dan McManus Recording Studio: 6 Degrees, Calgary Sound Design Company: 6 Degrees, Calgary VP Account Director: Martina Ivsak Account Supervisor: Saloni Wadehra
Basic description of the project: Shaw was launching a new product called the Shaw Plan Personalizer which let customers create a truly personalized and custom internet, TV and home phone plan. We thought what better way to illustrate this then by creating a radio campaign that could be customized as well.
The 60 second launch spot allowed users to interact with their stereo's balance control to create a truly personalized ad experience, while the follow up 30 second ads were tailored to specific genres. In the end we created a campaign that brought to life the product benefit of true personalization.