chatr Mobile: Brand elaunch
Agency: BBDO
Case overview
This case demonstrates a major turnaround from problem child to Roger's fastest growing rising star. It's a marketing-driven turnaround story that was the result of a sharp change in target, positioning and communications strategy.
chatr was launched by Rogers in 2010 as a price flanker in the pre-paid segment. While chatr grew in its first year, in Year 2 customer growth leveled off and then began to slowly decline. In 2015, chatr went through a complete rebrand, including a new positioning that resulted in a refreshed brand identity, newly defined audience...