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TELUS
We've come a long way since the time when a mobile phone looked and felt like a brick. Cellphones today are fun and colourful and Telus wanted to promote its bright offerings. Who better than a chameleon to star in the campaign?
Holiday TV spots showed the lizard changing its hue in response to the things around it. The campaign then extended into other media, including OOH, newspaper and in-store.
The visual impact of vibrantly coloured phones led to a high impact OOH strategy. Inspired by the kid's game of "I Spy," a series of teaser boards went up with a picture of the chameleon and the line "I spy something blue" (or pink, red, orange or green). A short time later the answer was revealed when a phone of that colour appeared on a nearby board. Passersby could play the game themselves. Similarly, an inventive use of newspaper used a double page spread as the backdrop for I Spy. Both mediums took a playful approach that made colour the hero while remaining consistent with the brand spirit.
The colour story lent itself to more than one interpretation. In a second phase of the OOH and print, the campaign used a visual of the phones to act as part of each ad's headline, giving people the chance to fill in the blank.
The campaign's results have left Telus pink with pleasure: The firm was rated the number-one wireless company in North America on several key metrics, most notably for its low customer churn. And this year Telus' net income growth is up 21% from last year - quite the feat, given the acquisition of Fido by Rogers, the launch of 10-4 from Bell, and the launch of Virgin Mobile.
TELEVISION
 Xmas Blending |
 Xmas Hug |
 Everybody |
 Find Me |
 LookinFine |
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PRINT
