DAILY NEWS Nov 5, 2012 12:27 PM - 0 comments

New Media Campaign Pushes Shaw Services Through 'The Pipe'

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Shaw Communications has launched a new marketing and promotional campaign, one that puts its people and its technology into the spotlight, and invites customers to travel an animated world inside its cable network, also called the "pipe."

Shaw is taking its new brand across multiple media platfroms, including online, out-of-home, print and TV.

The creative, produced in collaboration with Vancouver-based agency Rethink, will focus around Shaw delivery robots Bit and Bud, who deliver services to customers through that pipe.

"In this highly competitive marketplace, brand matters, and we have created a new long-term marketing platform that further enhances our relevance to our customers and our viewers," Brad Shaw, Chief Executive Officer of Shaw Communications, said in a release. "Like our technology, you'll find our marketing approach is fresh and innovative. Like our people, you'll find our new approach will be friendly and engaging."

A new logo and corporate identity are also being introduced as part of the new platform. The first update to Shaw's logo since 1998, the evolved logo represents a modern, accessible and friendly design while retaining the iconic Shaw elements. The logo's familiar half-ellipse shape will tie into the creative, playing off the shape of the network's "pipe."

"In this anytime, anywhere, at-home-or-on-the-go world, our customers want us to help them make sense of it all," added Jim Little, Chief Marketing Officer of Shaw. "Our creative and new corporate identity connects our past with our future - reassuring customers and viewers that Shaw delivers what's important to them. Our animated world is a fun and engaging way to show our customers that with Shaw, you won't miss a thing."

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