TVB launches another mysterious campaign
January 22, 2014 | Chris Powell | Comments
Canada’s major television broadcasters have launched a secretive marketing campaign designed to prove the efficacy of the medium to advertisers.
A cryptic 30-second spot that began airing last week features a man extolling the virtues of television as he sits/lies beside people as they watch shows on their TVs and tablets.
As shows from Canadian networks including CBC, CTV, Global Television and City play in the background, a man informs viewers: “We all love TV. After all, you can get lost in it. Find yourself. Escape in it. Cheer with it.”
The spots direct viewers to a web site, TunedIn.ca, where they are invited to download a free iOS or Android app. They are then told to watch TV at 8:58 p.m. EST on Feb. 6 to discover how they can find themselves on TV.
TVB president Theresa Treutler did confirm that her organization is behind the initiative, but declined to provide further details. “It is a TVB initiative, and that’s pretty much all I can say at this point,” she said.
The campaign’s mysterious nature brings to mind a similar 2010 program by the industry, in which a series of TV ads appeared to extol the virtues of broccoli.
The “Miracle Food” campaign led to an 8% increase in year-over-year broccoli sales in the two markets where sales were tracked, Ontario and British Columbia. An additional 484,238 pounds of broccoli was sold during the campaign period, with 13% of consumers saying they had purchased at least one more bunch of broccoli in their last shopping trip compared to the pre-campaign period.