Bell, one of they key Canadian network providers, has dropped their old brand image inlcuding their iconic beaver mascots, “Frank and Gordon” and have recently released a series of mystery ads.
This campaign includes, around major cities, billboards with a corner of a giant letter peering down from the top, and nothing else on the white banners except the letters, “er.”
People have been confused about the ads for weeks; and now Bell finally offered pieces of the puzzle that revealed it was their doing, said a recent Trendhunter article.
So what exactly does the “er” mean?
They’re just letting us know that Bell is about to get better.
The article reads, “To tie the advertising even more closely to the concept of ‘better’ and underline the range of product and benefits Bell offers, the English campaign also makes liberal use of words ending in ‘er’ - faster, easier, music lover, gamer, worker, talker, texter, multitasker - which was also the basis of the company’s recent advertising teaser campaign.”
Other examples of the campaign include the use of cross-branding. For example, one shot shows a Starbucks cup and the copy, “Lattes and laptops just got together.” And another competes with the Apple iPhone, which is offered by competitor. The ad is for the Samsung Instinct and reads, “Apple Eater.”
To go with this new branding campaign, Bell has also come up with a new slogan, “Today just got better” and in Quebec, “La vie est Bell,” a play on words meaning, “Life is Bell.”
What do you think of this rebranding? Do like the mystery effects of the campaign? What do you think of the use of cross branding?
Source: Trendhunter
