TELUS: Optik TV
Agency: Taxi Canada Ltd.
Section I — Basic information
Business Results Period (Consecutive Months): June (Q2) 2010 to present quarter end (Q1 2013)
Start of Advertising/Communication Effort: June 2010
Base Period as a Benchmark: January 2008 to June 2010 (prior to launch)
Section II — Situation analysis
a) Overall assessment
In a hyper-competitive cable TV service marketplace where consumer inertia is the norm, we launched TELUS Optik TV and have steadily increased our market share to 20% to the detriment of Shaw Cable, our major competitor and successfully turned profitability around for the Wireline business at TELUS. And we did it with breakthrough creative and consistent storytelling.