Client: Bell
/ Teleglobe
Agency: RPM
/ Robert Mark
Challenge:
Bell had been conducting Sunday long distance calling
promotions but was not satisfied with the results in the greater Toronto area.
Design Solution:
A test campaign was devised to appeal directly to
three ethnic groups in the GTA - Italian, Greek and Chinese - the three major
Sunday calling demographics. Brochures and counter card holders were placed
in retail and entertainment outlets catering to the three groups. Messages
and graphics were designed to appeal to each specific group in their own language.
Special attention was paid to the counter cards as some initial resistance
was expressed by store owners because of past experiences with flimsy and
unappealing materials. Visual excitement and quality were equally important.
Results:
Consumer interest was extremely positive. Brochures
had to be reprinted and restocked several times over the course of the campaign.
Post polling showed increased top of mind awareness of Bell products. Bell
initiated further direct ethnic promotions due to the success of this campaign.
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