INVESTIGATE
While mobility providers developed their businesses through enriched features, a significant segment – value-driven consumers who were looking for service at its simplest – had been overlooked. Our core business objective, simply put, was to capture more than our fair share of the value segment.

INSIGHT
The target group that represented the greatest potential for the brand was Gen Y. This group is highly conscious of what they buy and how much they pay for it.

IDEA
The offer, coupled with the target’s intrigue with all things retro, led us to the advertising proposition of “fat-free mobility” dressed up ’80’s workout style. Canadian cities were swarmed by “Koodo-cisers” working out on billboards, buses, television, and a host of ambient environments. They encouraged consumers to “flatten system access fees,” “reduce bill bulge,” and check out “the cure for that mobility muffin top.”

IMPACT
Based on the investment-to-acquisition ratio, Koodo was the most successful mobility launch in Canadian telecom history.