Bell launches a new ad campaign, just in time for the Olympics
Tomorrow Bell will unveil its new branding with a 60-second television ad during the opening ceremonies of the Beijing Summer Olympics.“This is a significant rebrand from the basement up,” said Rick Seifeddine, senior vice-president, brand strategy for Bell during a conference call on Wednesday.
In anticipation of the launch, Bell has been teasing the public in its major English-language markets since last week with outdoor media executions showing only the letters “er” with portions of larger blue letters at the edges. The number of executions increased over time, appearing in transit and on billboards. Those ads will now be replaced with full Bell ads with “er” becoming the final letters of its new tag line—“Today just got better”—and used in words like easier, music lover, gamer, texter and multitasker alongside photos of people using Bell products in those ways.
The tag line will be also be adjusted for each individual creative execution to reflect specific products and services (e.g. Internet just got better, HD just got better).
“We believe this tag line is laser-guided,” Seifeddine said. “It allows us to hug our particular ad execution up against whatever the benefit is of that product or service.”
In Quebec, the slogan will be “La vie est Bell,” a play on the French expression “La vie est belle,” meaning “life is good.”
Many of Bell’s products and services are also being rebranded as of Friday. Its Internet service, Bell Sympatico, will now be known as Bell Internet, while satellite TV service ExpressVu will be called Bell TV. The residential phone service will now be called Bell Home Phone.
Several new products are also hitting the market in conjunction with the renaming of the business units, including the Samsung Instinct touch-screen phone (which will be advertised with the line “Apple eater” in reference to the iPhone) an unlimited global long distance plan for Bell Home Phone and a PVR with expandable memory.
- (Files from Marketing Magazine, article by Jeromy Lloyd)
- FULL DISCLOSURE NOTE: It should be noted that the company I work for is closely associated with Bell Canada, and I have personally been involved with a portion of their business on a production level.
