Videotron: Pranked technicians

This case study describes a campaign in Quebec, Canada by Videotron, a telecommunications company, which wanted to retain and increase customers in a competitive environment.

Videotron: Pranked technicians

Agency: SID LEEClient: Videotron

Section I — Basic information

Business Results Period (Consecutive Months): May 2012 – August 2012

Start of Advertising/Communication Effort: May 15, 2012

Base Period as a Benchmark: Calendar 2012

Section II — Situation analysis

a) Overall assessment

The Canadian communications industry is growing significantly. Revenues have increased 3.3%, from $57.4 to $59.3 billion in 2011. This increase was mostly attributed to the telecommunications industry (+2.5%), which saw a steep increase in revenue from a boom in data services. It's important to keep in mind that the incredible...

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