2018 Winner

TELUS Home Solutions

TELUS Pik TV - TV That Doesn’t Play By The Rules

Cossette Media

SilverBest Use of Digital - Best Use of Display/Video

To win over cord cutters and cord nevers, Telus launched a live-streaming service called Pik TV. To introduce the new platform to this audience, Cossette Media and Telus created a campaign that “doesn’t play by the rules.” The team targeted those who attempted to stream shows and movies that had been removed from YouTube. They developed a hyper-targeted keyword list and placed pre-roll videos ahead of the removed content, positioning Pik TV as the solution for their streaming needs. The campaign also targeted gamers on Xbox, as well as influencers on YouTube’s Unbox Therapy channel, with completed video views tracking 13% above benchmarks.

Credits
Director of marketing communications, TELUS: Rachael Petersen
Senior marketing communications manager, TELUS: Sarah Morris
Manager, marketing communications, TELUS: Jenn Longworth
Media agency: Cossette Media
VP, operations, Cossette Media: Sarah Wickers
Senior strategist, Cossette Media: Sammy Rifai
Media planner/buyer, Cossette Media: Lauren Schuster
Digital media planner/buyer, Cossette Media: Carli Henssler
Creative agency: The & Partnership
General manager, The & Partnership: Jack Shute
Deputy executive creative director, The & Partnership: James Sadler
Senior strategist, The & Partnership: Elyse Finley
Group account director, The & Partnership: Kate Drance
Senior art director, The & Partnership: Winston Hartle
Senior copywriter, The & Partnership: Kate Qually