Every media idea revolved around colour!

Placing messaging on mirrors in trendy, upscale retail clothing stores and nightclubs positioned the colour handsets as the perfect accessory at the perfect time. Popular bar patios, streetcar interior & exteriors and phone booths within close proximity to the above hangouts were accessorized with colour. Urban papers focused on the offer and launched the campaign with one entire edition printed on multicoloured backgrounds, including all editorial content!

Non-traditional media were required to stand out from extensive competitive presence and maximize the limited budget.

Specifically, rigorous negotiations were necessary to bring the coloured newspaper to life. Each retail store was scouted, approached and negotiated individually. By the campaign end, 70,000 people were accessorizing with the Bell Colour Phones.