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Bell Mobility

Bell entered Alberta and B.C. in 2001. After spending close to $10 million of broadcast advertising over 18 months, awareness of Bell with consumers stood at only 10%.

Telus, as the dominant player, was forced to speak to everyone from younger, tech-savvy consumers, to older folks. Rethink and Bell decided to focus their efforts on a younger target group of 18- to 39-year-olds, with a slight male skew. Through qualitative research, the agency found this group to be open to switching from Telus.

The campaign platform was meant to be distinctive and memorable. All of the ads actually take place inside the phone. This was intended to reinforce Bell's strengths in both hand-sets and content (like games). The "pixel animation" used in the TV ads was also featured in retail newspaper and in-store P-O-S in Bell World locations.

Awareness scored 75% over Bell's objectives, and 35% higher than its historic average. Sponsor ID was 80% higher than average, and a record 150% higher than its stated goal. Comprehension scores were high as well: 15% better than Bell's historic average, 40% higher than its objective. In Western Canada, where the pixel campaign was focused, Bell's market share tripled.

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