chatr Mobile: Brand Relaunch

This case study details how chatr, a mobile virtual network operator brand, redefined its brand identity by targeting immigrants in Canada.

chatr Mobile: Brand elaunch

Agency: BBDO

Case overview

This case demonstrates a major turnaround from problem child to Roger's fastest growing rising star. It's a marketing-driven turnaround story that was the result of a sharp change in target, positioning and communications strategy.

chatr was launched by Rogers in 2010 as a price flanker in the pre-paid segment. While chatr grew in its first year, in Year 2 customer growth leveled off and then began to slowly decline. In 2015, chatr went through a complete rebrand, including a new positioning that resulted in a refreshed brand identity, newly defined audience...

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