Solo Mobile

With Bell Canada’s repositioning of Solo Mobile as a value brand to take on Rogers' Fido, Rethink’s challenge was to help rebrand the line of phones and its offerings, which had long been associated with zany ads aimed at youth.

Research revealed that cell phone “value shoppers” are of two sorts: those who seek the lowest rates and rarely use their phones, and those who use their phones a lot, often going over their allotted minutes. The latter group demands stylish phones and plans with more minutes. The strategy was to establish Solo as the most affordable option for heavy cell phone users.

Rethink decided to concentrate its efforts in the G.T.A., with limited newspaper presence elsewhere. It created 16 spots for TV and online, showing typical “heavy talkers” on their phones chatting about trivial matters. Each spot was connected to the next one, creating an endless Solo conversation. Two spots ran each week for eight weeks, starting in April, 2007. Online, consumers could see all 16 spots and answer trivia questions to win free minutes. The agency also ran outdoor, print and online banners.

Despite being a relatively new player in the cell phone value market, and with a limited investment, week over week, Solo's activations continue to increase.