Koodo Mobile: Selling a Belief System

Agency: Taxi Canada Ltd.
Client: Koodo Mobile

Section I — Basic information

Business Results Period (Consecutive Months): March 2008–March 2013

Start of Advertising/Communication Effort: March 2008

Base Period as a Benchmark: N/A (brand launch)

Section II — Situation analysis

a) Overall assessment

To win in the fast-moving, ever-changing business of telecom, you have to continuously adapt and evolve – exactly what Koodo has done year over year. Since the brand's launch in 2008, it has gone from zero to thorn-in-the-side of all other providers overnight, with five successive years of growth.

A little more than a decade after the wide-scale launch of mobile phones in the consumer market, the landscape had come to be dominated by three major national players. As the appetite for wireless grew at a pace beyond anyone's expectations, carriers responded by escalating their offerings, both in terms of evolving technological capabilities and ever-expanding features.