Koodo Mobile: Koodo El Tabador

Koodo, a disruptive mobile provider in the Canadian market, wanted to reinforce its value offering to Generation Y consumers by focusing on its Koodo Tab, an innovative approach that enabled customers to get a free-of-charge ('$0') handset without a contract.

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...

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