Koodo Mobile: Koodo El Tabador
TAXI 2
Section I — Basic information
Business Results Period (Consecutive Months): March 2010 - May 2012
Start of Advertising/Communication Effort: March 2010
Base Period as a Benchmark: March 2008-February 2010
Section II — Situation analysis
a) Overall Assessment
Koodo is a brand that knows how to get noticed. It debuted in early 2008 with a look as bold as its proposition: affordable mobility on the customer's terms. It cast aside the pricey rate plans, extra fees, and long-term contracts that characterized the incumbent players in the category. When Koodo arrived, its...