Vertical magazines tailored to each of our four segments were selected. But a simple run of press ad didn’t have the ability to educate or connect the TELUS brand with our audience. We needed to ignite their imagination by showing consumers how the freedom and benefits created by the WDB could change their TV experience.

Four specific creative executions were developed. Each resonated with our four vertical audiences. Each creative aligned with the publication’s editorial. Each insert’s placement within the magazine was strategically planned and a unique partnership was created between editorial and advertising. Whichever side the TELUS WDB insert was viewed, each die-cut incorporated the magazine’s editorial content with its imagery framed perfectly within the TV shaped cut out. Headlines on each insert side related to the framed image. This demonstrated to each target two unique approaches of how WDB could be experienced in their home environment.

By campaign’s end the TELUS die-cut program exceeded telecom industry “likeability” scores by over 50 percent based on TNS Ad Norms.

This campaign saw our highest overall new customer loading levels of any campaign in 2013; exceeding projected new client acquisitions.

20% of these new TELUS Optik TV clients also purchased the additional WDB with most mentioning the unique ad placement when purchasing Optik TV through the call centre.

Traditionally a “soft” month, October (the month magazines dropped) was the second highest loading month all year.