Agency: Camp Jefferson
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.