Koodo Mobile: Selling a Belief System

This case study describes how Koodo, a Canadian mobile phone network, increased subscriber growth and retail distribution with its value positioning, by creating a simple and fair service.

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...

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