General Motors of Canada is among advertisers taking to digital media in an efforts to control costs and add to the performance value of their advertising investments.
The automobile manufacturer has moved to Cage TV, the digital screen network in 49 Cage aux Sports restaurants across Quebec to support the launch of the 2009 Chevrolet Aveo. The Aveo is appearing on close to 500 screens – one-third of all screens in the restaurant chain. (The other screens run regular broadcast television, showing mainly ongoing sports events.)
Aveo is seen four times an hour, on a loop that carries advertising, promotions, ‘bloopers’, special events and other entertainment content. More than 500,000 people visit Cage aux Sports each month including the young, active adults targeted by the advertising.
The Aveo media by was handles by Cossette Media, Quebec City.
“For Chevrolet’s Aveo campaign, we wanted to target a young and sports fanatic profile,” says Martin Lechasseur of Cossette. “Cage TV allows us to reach out to those young and active adults who are on-the-go most of the time. In addition, the network offers a great provincial coverage.”
In addition to GM, Vidéotron, Vacances Air Transat, Sports Gilbert Rousseau and the Montréal Boat Show are also currently running on Cage TV.
Sportech Média operates and manages advertising sales for Cage TV in partnershp with Cage aux Sports. The restaurants have been in operation by owner/franchiser Groupe Sportscene Inc. since 1984. La Cage aux Sports is a sponsor of the Montreal Canadiens, InterBox and the Montreal Alouettes; a supporter of amateur sports with Le Club de la Médaille d’or and Sports-Québec; and a sponsor of several high-level athletes
Founded in 2002, Sportech Media operates and commercializes private and public networks for effective delivery of marketing messages that enhance consumer experience, brand positioning and profitable sales growth. Its networks reach more than 16 million consumers annually through over 1,500 screens located in Groupe Archambault, l’Aubainerie, Sports Gilbert Rousseau and Pro Hockey Life retail outlets as well as Cage aux Sports.