Fido

This is the story of Microcell and its entry into the Canadian Digital Mobile Phone market. The service was launched with the brand name Fido and an advertising campaign rolled out market by market, starting late fall '96 in Montreal and spring '97 in Toronto.
Agency: BosAuthor: Not credited

Fido

INTRODUCTION

Microcell and Bos live by the tenet: 'If you build it, they will come.' By challenging the rules of the market, and by creating a fresh, meaningful brand, well supported by advertising, we have made Fido a top contender, right on the heels of the big players: Bell Mobility and Cantel/AT&T.1

In its first year of operation, Fido built a base of 66,000 subscribers, overachieving budget by 10%. This grew to 217,000 subscribers in 199846% above budget. In 1999, Fido will break the 500,000 mark; and it will have done...

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