Bell Canada (Quebec) 'Monsieur B' campaign

M Aubin, M Grégoire, F Forget and R Péloquin

1993-4 campaign promoting three telephone services from Bell Canada in Quebec. Advertising had 4 objectives: relaunch the Call Answer service; increase penetration rate of Call Display; maintain penetration rate of Call Waiting; launch Call Display's Name Display optional upgrade.
Agency: Cossette Communication - MarketingAuthors: M Aubin, M Grgoire, F Forget and R Ploquin

Bell Canada: 'Monsieur B' campaign

EXECUTIVE SUMMARY

Bell Canada has been offering its customers optional telephone services since 1972. And by the early 1990s, ten services were available in Quebec. Bell's sales efforts were being concentrated on the three most promising: Call Display, Call Answer and Call Waiting.

By 1994, sales objectives for Bell's optional phone services needed an aggressive campaign to increase revenues by selling more services to more customers and, just as important, promoting the retention of these optional services...

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