MTS (Manitoba Telecom Services): Morty 2.0

Dare Vancouver

Section I — Basic information

Business Results Period (Consecutive Months): April 2011 - Dec 2011

Start of Advertising/Communication Effort: March 31 2011

Base Period as a Benchmark: Calendar 2009 & 2010

Section II — Situation analysis

a) Overall Assessment

The telecommunications industry is fast-moving and ever-changing. It is an industry greatly affected by new technology and innovation, changing regulations, competitive pressures, and wildly shifting consumer expectations and ideals. For Manitoba Telecom Services (MTS), the local home-grown telecom provider in Manitoba, they have managed to evolve and grow with the times, keeping themselves in business for over a century.

However, the last decade has been what some might say MTS's best, and toughest years. There were three legs to this journey:

  1. In 1999, MTS launched a new brand strategy with a creative platform centered on Morty the talking bison. Manitoba quickly fell in love with the wit, humour, and friendliness of the Morty commercials. The Morty platform was an amazing advertising tool for MTS; brand recognition scores were at their highest ever, the company was surpassing yearly revenue objectives, and MTS became dominant in the Manitoba market holding the highest market share for all their main lines of business. And, to add to it all, a bison outfit was the most popular Halloween costume that year.
  2. By 2008, significantly increased competition had moved into the Manitoba market. TELUS, Rogers and Shaw were making plays to gain market share in the province offering low prices, sexy products, and advanced technology. In addition to competitive pressures, technological advancements had caused the messaging to become much more complex, and the Morty platform had become creatively cumbersome and dated.