Taxi
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Canadian Tire • Fresca • Mini • Telus • WestJet |
Telus
With its debut of TV viewing, multiplayer games and music on mobile handsets in the last half of 2005, Telus wanted to introduce Canadians to this new arena of entertainment in anticipation of a major network upgrade in early 2006, which would deliver a powerful viewing and listening experience.
Taxi’s campaign for the brand launched with a TV spot that evoked the days when no television set was complete without a set of rabbit ears, using a bevy of rabbits to demonstrate both TV viewing on a mobile handset as well other new features. The rabbits also appeared in OOH, newspaper, subway and train wraps, large-format video boards and cinema as well as tactical efforts. In-store activities included the sale of Gund stuffed bunnies, with proceeds going to local charities. The campaign continued through to the holiday gift-giving season, promoting the TV/music/multiplayer platform with an eight-page newspaper execution that interwove New Year’s wishes together with product messaging.
The results of this launch were impressive. Double-digit increases in revenue versus the same period in the previous year were accompanied by record-breaking subscriber net additions.
Television
 Rabbit Ears |
 Poker |
 Carrot |
 Goal |
 Sharing |
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Out Of Home
 Gifts You Can't Wait |
 Shake Your Rear End |
 Washroom Bunnies |
 Get Your Special Someone |
 New Years |
 Bunnies |