The right message in the right place

Advertisement at the end of the conveyor belt at Safeway, Vancouver, BC

As they say in real estate, the three most important things are, "location, location, location". And when developing a media plan the importance of location can't be ignored.

In this case the benefit of using the Telus Optik television service is explicitly stated in the message and the message is a perfect fit with the location of the advertisement. "We want to record our shows when we're stuck in line".

A captive audience and a great message with an obvious benefit for the consumer. Not flashy, but well thought bout and probably very effective.