Bell Media Mix Introduces New Strategic Advertising Product “5on5” and Proves 5 Seconds CAN be Satisfying

— December 10, 2014

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Toronto (December 10,2014) – Bell Media Mixannounced today the launch of 5on5, a strategic advertisingproduct available exclusively to Bell Media clients. 5on5offers clients five-second spots across five platforms – an industry first. Alsoannounced today is the first 5on5 partner – Maxus Canada withclient Universal Pictures for the film Fifty Shades of Grey. Maxus hassecured a media partnership featuring 5on5 with Bell Media Mixleading up to the highly anticipated box-office weekend of Fifty Shades ofGrey premiering on Valentine’s Day in 2015.

5on5offers clients five-second spots on 1) CTV, 2) specialty television and 3)radio; as well as 4) five-second ad rotation on digital out-of-home, and 5)five-second digital video big boxes.5on5 is a complementaryproduct that allows clients to captivate an audience and build awareness inaddition to their traditional brand sell.

For Fifty Shades of Grey,BellMedia Mix is working with Maxus to unleash a strategic awareness play buildingover seven days through opening weekend of the film.

“When we heard that Bell Media Mix waslaunching 5on5, we knew immediately it was the perfect fit forthe Fifty Shades of Grey launch,” said Tamara Shannon, Vice-PresidentMedia, Universal Pictures. “The ability to channel buzz and excitement for thefilm with these quick bursts of intrigue fits perfectly with our promotionalstrategy. We are thrilled to be the first partners on board with this innovativenew product.”

“Maxus immediately understood the role that5on5 could play,” said Debbie Drutz, Vice-President Bell MediaMix. “It’s all about increasing last-minute awareness and choreographing thehype. And it’s a perfect solution worthy of a title likeFifty Shades ofGrey.”

Traditional brand-sell tactics along withthe additional investment of 5on5 will be the perfect mix toget movie-goers excited about the much anticipated film. 5on5will tease the viewer for seven days leading up to opening weekend throughquick bursts of seductive, romantic, and dramatic visuals. The five-secondspots are designed to entice the target audience – giving people a glimpse ofthe visuals they had imagined when reading the book.

5on5 wasdesigned by Bell Media Mix to capitalize on the media multiplier effect –building awareness through the use of creative synergies that are shared betweenmedia. The product drives incremental reach, since multiple media messagesdeliver more reach where light users of any one medium might be missed.5on5 also allows clients to take advantage of short-term ad stimuluswhere multiple messages support impulse sales within short purchasewindows.                                              

As a single point of contact, Bell MediaMix enables clients to execute innovative and effective multimedia campaignsacross Bell Media platforms and Bell properties. Bell Media Mix helps clientsbuild the story behind the brand.

Social Media Links:
Twitter: @BellMediaPR
Hubub: Hubub.com/BellMedia

Universal Social Media Links:
Facebook:Universal Pictures Canada
Twitter:@UniPicturesCAN

Website:
UniversalPictures.ca

About Bell Media
WithPassion and an unrelenting commitment to excellence, Bell Media creates contentand builds brands that entertain, inform, engage and inspire audiences throughthe platforms of their choice. Bell Media is Canada’s premier multimediacompany with leading assets in television, radio, out-of-home advertising, anddigital media Bell Media owns 30 local television stations led by CTV,Canada’s #1 television network; 35 specialty channels including TSN and RDS,Canada’s most watched specialty channels in English and French; and four pay TVservices, including The Movie Network and Super Ècran. Bell Media is alsoCanada’s largest radio broadcaster, with 106 licensed radio stations in 54markets across Canada. Bell Media owns Astral Out-of-Home, one of Canada’smost dynamic and innovative out-of-home advertising companies with a network ofmore than 9,500 advertising faces in Québec, Ontario, Alberta and BritishColumbia. Bell Media also operates more than 200 websites; delivers TVEverywhere with premium subscription on-demand streaming service CraveTV, aswell as its innovative GO video streaming services including CTV GO, TMN GO,and TSN GO; holds an equity stake in digital startup Hubub; is partners inCirque du Soleil Media, a joint venture with Cirque du Soleil; and owns DomProductions Inc., a multi-platform production company. Bell Media is part ofBCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. For more onBell Media, Please visit www.bellmedia.ca

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For more information, pleasecontact:
Anika Malik, BellMedia Communications, 647.229.1209 anika.malik@bellmedia.ca