Clearnet PCS

Terry Drummond and Donna McCarthy

TV campaigns in 1999-2000 for Clearnet PCS, launched successfully in 1997 in the Canadian wireless services market.
Agency: Taxi, TorontoAuthors: Terry Drummond and Donna McCarthy

SUSTAINED SUCCESS GOLD SERVICES GENERAL GOLD

Telus Mobility

Clearnet PCS

Executive Summary

Sustained Success: Keep it Familiar but Fresh

This is the story of a business built almost entirely on distinctive and consistent branded communication in a sector where pricing and promotion were the competitive weapons of choice.

In the Fall of 1997, Clearnet PCS was launched as the 4th player in the highly competitive Canadian wireless services market. It faced entrenched, widely recognized brands with much deeper pockets and much wider penetration. Despite the odds, it was the...

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