Launching this week Action sparks up a new national advertising campaign to better acquaint audiences with an all-new lineup of programming. The two-week campaign features hard-hitting returning favourite Hardcore Pawn and new series Full Throttle Saloon and Lizard Lick Towing.
The campaign aims to build awareness of the exclusive new programming on Action, a digital service available nationwide. The lineup of adrenaline-pumping, guy-centric series acquired from TruTV includes a selection of their most top-rated, raw and intense reality-based titles targeting males 25 to 54.
The strategic media buy includes interactive program guides, full-motion digital boards, online, on-air, radio and print. Placement of the radio, print and online advertisements focus on male-centric and sports focused media.
“The campaign speaks to guys who seek thrilling television, while positioning Action as the top destination channel for high-stakes series,” said Max Tremblay, Director, Brand & Publicity, Dramatic & Factual Channels. “The marketing campaign reflects the intensity and over-the-top tone of the programming and the strategic media buy includes multiple executions that allow viewers to get a taste of the addictive series.”
Action takes the campaign to non-traditional areas with full-motion digital boards in restrooms throughout Western Canada. Patrons can watch a 30-second promotional reel featuring the uncut versions of the on-air commercials.
The online buy is strategically located on sports entertainment websites including Sportsnet.ca, NHL.com and Postmedia websites, and fastened with a YouTube advertising execution. Users have the opportunity to watch a vignette of the programming by conducting a simple search using keywords like action, comedy or adventure. YouTube will also feature pre-roll video ads and sponsored videos.
In addition to a radio campaign, all three core promotable series receive a full page colour advertisement in the sports sections of the Vancouver Province, Calgary Herald, Edmonton Journal and select Sun Media papers along with interactive programming guide advertisements.
On-air, three unique and attention-grabbing promotional commercials air nationally through U.S. cable ad avails across major networks, on Action and across Shaw Media networks.
The marketing campaign and materials were developed entirely in-house by Shaw Media’s Marketing team.
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