Corus Entertainment rolls out a media campaign to support the dawn of the newly branded specialty service DUSK (formerly SCREAM) which launches on 09/09/09. Corus’ in-house creative team worked with Toronto-based zig and New York-based Imaginary Forces to develop the creative for this multifaceted and innovative campaign.
“The evolution of SCREAM into DUSK provides us with an opportunity to reach a broader audience and capitalize on the growing interest in suspense, thriller and supernatural-themed programming,” said Jim Johnson, Vice President Marketing, Movie Central and DUSK. “From the elegant and moody theatrical and radio spots to the ghostly storefront projections, we wanted this campaign to creatively incorporate the same elements that capture DUSK’s atmosphere of mystery, thrills and intrigue.”
The re-launch includes a new name, a dramatic new look and an expanded programming scope that focuses on suspense, supernatural and thriller programming catering to adults 18 – 49. As part of the re-launch, there will be a free preview for DUSK launching across participating television service providers reaching over 7.3 million homes from September 9 to October 9. To spread the word on the emergence of DUSK, Corus teamed up on the creative with the renowned broadcast design company Imaginary Forces, who created the entire on-air design package, and the award-winning communications company zig.
Theatrical – In Greater Toronto and Vancouver .30 second spots roll out during the preshow on 360 Cineplex screens. The spots were produced by Imaginary Forces, the company behind marketing campaigns such as G.I. Joe, Transformers, Mission: Impossible and (500) Days of Summer. In addition, mini .02 second flash spots created by zig play during the preshow to complement the longer spots and reinforce the DUSK message. To preview the .30 second theatrical spot click HERE.
Video Installation – A video installation set up in a high traffic Toronto storefront will run throughout September and October. As a pedestrian walks by a closed down storefront, a projection will appear and disappear with supernatural images of ghosts coming up to the window and breathing on the glass to reveal the DUSK logo.
Radio – Radio ads, produced by zig, run on stations across Canada from Vancouver’s 99.3 The FOX to Y108 in Hamilton and Rock 101.9 in Cornwall. The ads will simulate the sounds of a radio possessed by spirits as the radio flips through the dial picking up various words from stations to reveal a message about DUSK. To preview the 30-second radio spot click HERE.
Television – DUSK’s on-air advertising campaign, created by Corus’ in-house creative team and Imaginary Forces, rolls out across Corus television assets as well as other major broadcasters. In addition, banner ads have been placed on major cable companies’ interactive programming guides. The ads and banners promote key DUSK programming premieres.
Newspaper – Print advertising, which kicks off September 9, announces the Nine Nights of Premieres highlighting key programming titles such as The Black Dahlia, Along Came a Spider, The Skeleton Key, Kiss the Girls and Murder by Numbers.
Online – Online ads are running in various online entertainment outlets. The DUSK message appears when a creative element is touched, such as a mirror shattering.
Media Dimensions managed the media buy for the DUSK campaign.
DUSK is a partnership between Corus Entertainment Inc. and Canwest Global Communications Corp. Visit DUSK at www.dusktv.ca.