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The Challenge: To quickly generate interest and intention to buy Rogers HD over its competition.

The Objective: In early December, Rogers determined it would communicate its point of difference—four times more HD programming. In doing this, it wanted to highlight that its HD offerings covered a wide range of interests—from sports to arts to movies. In addition, this had to be turned around quickly as Canadians purchase televisions for Christmas or in Boxing Day sales and then need to sign up for service. The communication needed to happen immediately and also have impact.

The Plan: To effectively reach its target (25- to 54-year-olds with household income over $75K in Ontario), a selection of community and daily newspapers was chosen to deliver the message. This medium allows for quick turnaround, which was required.

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