Rogers – Ça sonne Pérusse ! (Sounds like Pérusse!)
Astral Mix was hired by Rogers to develop an integrated campaign to promote the contest “Ça sonne Pérusse.” The challenge lay in creating a global, unified message to entice young adults ages 18 to 24 to participate in the contest.
Using a synergistic mix of television, radio and Internet, Astral Mix developed an innovative, highly interactive campaign whose concept revolved around program integration and product placement on target radio and television programs. The strength of the campaign lay in the creative approach to the offer presented to consumers, supported by the participation of comedian François Pérusse, who effectively raised brand awareness.