Finalist
Bos

Henri Vézina   Fido   Familiprix   National Bank/Banque Nationale   Historia

FIDO

A perilous financial situation and a spate of new offers made it clear that it was time for Microcell's Fido brand to evolve. Without entirely removing the canine element, Bos introduced a human face to the creative. Judging that the best way to reach the 18-to-35 age group is through entertainment, Bos created Fido's fictional "President," who addresses TV viewers directly and wonders out loud what difficulties any other retailer might encounter should they, like Fido, be so exceptionally generous as to offer their products free of charge for one day of the week.

The "Freeday offer," which allowed subscribers to choose one day of the week to enjoy unlimited calling, became the big one that worked, regaining momentum for the brand, and garnering a 20% increase in new Fido subscribers during its run.

Television


Good Morning