30-FOOT TALL “FIDOLLS” APPEAR IN TORONTO TO OFFICIALLY ANNOUNCE FIDO SESSIONS


Toronto (August 19, 2008) – Fido is pleased to officially introduce Fido Sessions to Torontonians – a quarterly series of events promoting art, travel and design – promoted, starting today, by two 30-foot tall “Fidolls” appearing at opposite ends of the city.

Since the beginning of August, smaller versions of the “Fidolls” – unbranded, plain white male and female figures who prompt passersby to “Text 411 to 10987” - began appearing at select locations in the downtown core. The figures have shown up in the form of chalk art, sidewalk washes, tree hangers and through the first Canadian use of ‘Flogos’ (flying logos), culminating in the appearance of the 30-foot versions, today. After texting, a link to a mobile internet site (http://411.wpu.ca) is provided, with information to Fido Sessions events, the first of which are focused on prominent artists. To view images of the “Fidolls” guerrilla-marketing efforts, visit glossyinc.com/fidollspics.html.

“The ‘Fidolls’ campaign really stands out from the noise in Canada’s busiest urban centre,” said Sébastien Moïse, Marketing Manager, Ontario for Fido. “They allow us to do something different from our current brand identity, so that we can surprise people, but still close to what Fido is all about: connecting people to each other.”

Over the course of the next eight days the 30-foot “Fidolls” will move closer together, ultimately meeting on August 27th in front of the Burroughes Building (639 Queen St. West). That night (8 p.m.), a Fido Sessions event will be held, highlighting work by artists The Dark, Nicholas Di Genova and Jamie Campbell. Vancouver dance-punk band You Say Party! We Say Die! will also perform, followed by a DJ set by The Rapture.

Experiential and lifestyle marketing agency, District Lifestyle Marketing, worked with Fido to conceive the first Fido Sessions experience, Art Sessions. District connected the art community to the Fido brand with galleries and artists. "With artists like Nicholas Di Genova, The Dark and Jamie Campbell we're bringing Fido and art together for a truly unique consumer brand experience for Toronto" says Jeff Roach, VP of Marketing Strategy at District Lifestyle Marketing.

The ultimate goal of Fido Sessions is to strengthen the connection between people and the city they live in by highlighting art, travel and design. To achieve this, Bos Toronto created the “Fidolls” for Fido.

“Visually, our concept had to capture everything Fido Sessions was all about, generate curiosity and tie in to the core brand value of keeping people connected,” said Gary Watson, Co-creative Director at Bos Toronto. “It had to be something iconic, simple and eye catching. The ‘Fidolls’ are reflective of a young, urban couple - which is Fido’s key demographic.”

There are no above-the-line marketing efforts planned to support Fido Sessions. The use of the “Fidolls” and the events will help create buzz, generate Word of Mouth and allow consumers to discover the Fido Sessions on their own.

“People love to talk to friends and family about things they’ve just discovered. The ‘Fidolls’ and Fido Sessions are intended to become one of those stories that they share with their circle of friends,” says Moïse.

Fido is working with agencies Bos Toronto, Magnet Mobile and District Lifestyle Marketing on Fido Sessions. Full credits are posted here: glossyinc.com/sessionscred.html.


About Fido Sessions
Fido Sessions is a platform of shared events that bring people together and connect them with the city they live in through art, design and travel. All event information is deployed via mobile device, either through SMS or the Fido Sessions mobile internet site (http://411.wpu.ca). Consumers will also be able to opt into the mobile mailing list by entering their cell numbers at http://apps.new.facebook.com/sessionsto. The Fido Sessions events are open to everyone, but current Fido customers who identify themselves at the events will be entitled to exclusive experiences. Next up are Fido Sessions highlighting travel and design.

About Fido
Fido offers Canadian consumers a wide range of wireless voice and data communications products and services, including international roaming in 200 countries/areas. Fido is wholly owned by Rogers Wireless, Canada's largest wireless provider and the country's only carrier operating on the global standard GSM technology platform. For more information, please visit fido.ca.

About Bos
Bos is a national advertising agency with offices in Toronto and Montreal that is renowned for creating innovative, cross-platform solutions for a wide variety of clients.

About District Lifestyle Marketing
District Lifestyle Marketing is a North American metropolitan full-service lifestyle marketing agency that advises premium and luxury lifestyle brands on how to reach discerning clientele with customized, elite brand experiences. District has offices in Toronto and LA.
http://thisisthedistrict.com

About Magnet Mobile Media Inc.
Magnet Mobile Media Inc. is an interactive development and marketing company with a primary focus on all emerging wireless technologies. Magnet Mobile designs, develops, and deploys mobile marketing applications & solutions for clients who understand the tremendous potential of this emerging mobile medium. Magnet Mobile has been in the mobile industry since 2001 and therefore has the experience and a unique ability to integrate with existing brand programs to deliver content across multiple carriers. Learn more at http://www.magnetmobile.com


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