Cogeco Data Services

When Cogeco acquired Toronto Hydro Telecom, it was a small start-up with limited brand recognition. Business results were poor, as was employee morale. Prospects were unhappy with their current service, but CDS was an invisible alternative.

Ogilvy was tasked with relaunching the brand to generate awareness, convey its USP (100% owned fiber-optic network) and open doors for the sales force in the GTA.

In contrast to the giants with their take-a-number tech support and unreliable services, CDS goes to almost freakish lengths to come through. Ogilvy saw a big opportunity in telling that story to the key influencer, the unsung hero: the IT guy.

To get on the IT guy’s radar, Ogilvy programmed an exclusive launch event at the heart of a 360 plan. “Light” was the cohesive campaign element that underscored the superior system and delivery across all communications. Benefits were projected in light onto prospects’ head offices. QR codes in trade pubs and on posters linked to detailed stories and offered exclusive membership in a virtual club with access to events and things they love. Even ads in the elevator tempted them to switch.

The top 200 prospects received invitations on engraved silver USB keys to an A-list party, including an appearance by Wired editor Chris Anderson. Guests were greeted by paparazzi and screaming fans mobbing them for autographs. A photo op for each stunned arrival, a draw for a new Mercedes, a jazz quartet and top-drawer catering awaited. The website was re-skinned to greet them later.

Within two weeks, the brand launch investment had already paid for itself, with website unique daily visitors up 416%, inbound qualified calls up 454% and 5.2 million media impressions.