Bell conducts Alt TV influencer campaign
Bell has begun an online campaign promoting its new Alt TV service. The campaign, developed by Media Experts in collaboration with Lg2, consists of a series of videos featuring online personalities Jaz Saini and Harjit Bhandal. The videos use humour to illustrate the operation and benefits of the service to a primarily millennial-aged audience which gets its entertainment primarily from the internet. The campaign includes a long-format video posted to Bell's website, as well as two 15-second pre-roll executions and a number of five-second videos that will be posted to Facebook, Instagram and Snapchat.
"The choice of influencers was a key element both in the creative process and in ensuring that the videos were effective, authentic and reached the target," said Nicolas Dion, creative director at Lg2. "We worked closely with the YouTwoTV team to create the scripts so that the message reflected their style and didn't sound forced."