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TELUS

The goal for cellphone providers like Telus Mobility is to get consumers to do more than just talk. When it came to launching the camera-phone, Taxi zeroed in on the fact that there are some situations where all the words in the world can't adequately capture what's going on. This interesting twist was the basis of its strategy for the launch: "instantly share moments words can't describe." In keeping with Telus' well-established equity of engaging animals, the agency chose to bring the strategy to life by visualizing moments that would defy description. Starting with the unlikely scenario of pigs flying.

TV introduced the new camera-phone technology with a group of pot-bellied pigs that really were too cute for words. The campaign came to life across a number of media platforms and proved to be extremely versatile in terms of the messages it could convey. Once the premise for the launch campaign was established, it moved into areas as diverse as Christmas messaging, rate plans, promotions, and seasonal efforts like Father's Day. As the campaign unfolded, the pigs personified (porksonified?) the reason why camera-phones were so appealing in the first place.

With this campaign, Telus was able to reinforce its long-term equity and drive business results at the same time. Telus Mobility clients have sent almost 500,000 picture messages from launch to the end of CY 2003.

TELEVISION

Balloons	Pigs Behaving
Surprise

PRINT

I Love You	Boy
Soap	Running Behind
Cool Visions	Greeting
Hardly Retail	Holiday Herd
Kiss	Smile
Luke	You Talkin'
Dirty	Father's Day
Running Behind DVP