Public Mobile: How "we" beat "me"

Public Mobile, a telecommunications company, launched a campaign in Canada to improve audience perception, increase share growth and build a more positive community model.

Campaign details

Brand: Public MobileAgency: Cossette

Public Mobile Rebrand

How "we" beat "me"

Executive Summary

When Public Mobile launched in 2010 we were the original challenger.

A fresh voice in a stale and overpriced market.

Yet in less than a decade we went from rebel disruptor to legacy low cost supplier

This is a story about how we subsequently got ourselves out of that mess.

And did so by recognizing how we'd inadvertently helped to create a toxic category, one that was the antithesis of our brand's beginnings.

And how by looking to counter culture and spotting...

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