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.