Videotron

Despite razor-thin growth in the last year, the telecom market has remained very aggressive, and the name of the game has been innovation and new product launches. In 2009, Vidéotron’s competitors introduced faster 3G wireless networks, mobile internet access, IPTV, mobile television and web television just to name a few.

Vidéotron broadened its global product offer with launches including web content streaming and its very own 3G+ mobile network scheduled for 2010. To position Vidéotron as the leader in telecom, Sid Lee needed to break the barriers between advertising and other forms of communication, and find a positioning that could transcend all messages, channels and products.

Consumers were claiming more power, and products would always grow in depth and breadth – internet would always get faster and telecom platforms would always become more diversified. So, the strategy became handing the power to consumers and offering them infinite possibilities, not limiting the offer to cable products. The brand mission became “The Infinite Power.”

“The Infinite Power” became a tool to promote high-speed internet, television, on-demand content, product bundles, terminals, mobile phones and every possible product or bundle. It also supported the promotion of a broader experience including customer service and tech support.

All communications adopted the prefix “The power to…” which worked with every product or service: “The power to shift to the fastest of the fast” for the internet product range; “The power to talk to a good old fashioned human being” for 24/7 customer service; “The power to save” for promotions, etc. Over 60 different lines were developed within 12 months. This new voice was complemented by a new identity including a logo.

“The Infinite Power” is an ongoing platform with hundreds of different executions across offline and online media.

As a result, Vidéotron’s subscriber growth surpassed the competition across all products.