1. Do not try this at home. Your newspaper will not behave like an iPad if you tap its pages. But to emphasize its digital strategy, a new campaign for Quebec daily La Presse, done by Cossette, envisions a tablet-like touch for the pulp-and-paper product. With a swipe of a finger, images and text roll by on a single broadsheet. The 30-second spot shows off some of the paper’s marquee columnists as well as its new logo. It’s the latest in a campaign that kicked off in October, designed to emphasize the newspaper’s content expansion across online, mobile and print media.
2. Has word of mouth met its match? Looking online for product reviews, recommendations and price comparisons is nothing new. But Canadians are putting their trust in the Web like never before. Fleishman-Hillard recently released its annual global digital influence index report and found that for the first time in the three years it has been conducting the research, Canadian consumers said the Internet has more sway over their buying decisions than family, friends and co-workers. The trend is accelerating: the majority of respondents around the world said that the Internet will have a greater influence on their purchases in future.
3. Things have got awfully crowded in the world of group-buying websites. One Canadian outfit is trying to set itself apart in a Groupon-dominated category. TeamBuy.ca this week named DDB Canada its public relations agency of record, and will begin a campaign in early March to increase brand awareness among both consumers and businesses marketing their services through group-coupon deals. The company selected DDB after hearing pitches from six other agencies in the fall. Melanie Johnston, senior vice-president and managing director of DDB Canada, said in a statement the agency will aim to “elevate the TeamBuy brand in a crowded and competitive category.”
4. There is no such thing as a free lunch, or a free call. Skype, which allows users to call each other without a phone bill by using an Internet connection, has announced it will begin selling ads on its service in Canada. The display ads will appear on the website or mobile site that members use to make calls. Skype launched advertising in the U.S., U.K. and Germany last March. When Microsoft Corp. bought the VoIP service last May, executives said advertising would continue to expand, as a way to make money off the version of Skype that is free. It launched sales in Canada on Wednesday, as well as other markets including Australia, France, Russia, and Japan. In its release, Microsoft advertising said other ad innovations would be coming to the service, including “audio in-call” advertising – being tested with a small group of advertisers to ensure brands have access to customers without disrupting their Skype experience.