Koodo Mobile: Koodo El Tabador

TAXI 2

Section I — Basic information

Business Results Period (Consecutive Months): March 2010 - May 2012

Start of Advertising/Communication Effort: March 2010

Base Period as a Benchmark: March 2008-February 2010

Section II — Situation analysis

a) Overall Assessment

Koodo is a brand that knows how to get noticed. It debuted in early 2008 with a look as bold as its proposition: affordable mobility on the customer's terms. It cast aside the pricey rate plans, extra fees, and long-term contracts that characterized the incumbent players in the category. When Koodo arrived, its Gen Y target finally had an alternative that matched their budget and their irreverent attitude. The result? Koodo was the most successful wireless launch in Canadian history.

In 2008 and 2009, campaigns with eye-popping colours and quirky pop-culture references had firmly established Koodo as a brand that was different – one that was all about value.