Campaign details

Agency: Camp Jefferson
Advertiser: Koodo
Category: Launch of New Product/Service

Section I — Case Parameters

Business Results Period (Consecutive Months): August 1, 2016 – June 30, 2017
Start of Advertising/Communication Effort: August 4, 2016
Base Period as a Benchmark: August 1, 2015 – June 30, 2016
Geographic Area: Canada
Budget for this effort: $4 – $5 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

We took a relatively "me too" feature and turned it into a compelling campaign that allowed us to acquire 74% more new customers than we had the same period year prior. Along the way, relieving a serious pain point for data crazy, cost conscious millennials and establishing Koodo as a fairer, more transparent alternative than the other telcos.

Section II — The Client's Business Issues/Opportunities