INVESTIGATE
Brand loyalty is the holy grail of marketing. Yet, ironically, brand-building campaigns come and go in the blink of an eye. TELUS’ commitment to a decade-long campaign, therefore, is remarkable.

INSIGHT
Initially, TELUS (then Clearnet) began as a small and leanly financed company, up against heavyweights such as Bell and Rogers. Clearnet couldn't compete on share of voice, so carving out a distinctive positioning and staying committed to it was essential.

IDEA
In the early days of mobility, the typical consumer felt a degree of dread when it came to technology. In response, the TELUS campaign promised “the future is friendly” and used images of nature as a way of simplifying and demystifying technology.

IMPACT
In a decade, TELUS has gone from being a new entrant to a leader in the telecommunications category, outperforming competitors in two of the industry’s key metrics – Average Revenue Per Unit and Churn. Research also shows that TELUS has grown to become one of the nation’s most loved brands.