Koodo Mobile Reshapes the Category

In the crowded Canadian mobile market where most of the 25 existing wireless brands focused on enriched features, this case study tells how Koodo Mobile saw the opportunity to make its mark by targeting Generation Y consumers looking for service at its simplest (just four call plans and an option to create your own).

Koodo Mobile Reshapes the Category


Business Results Period (Consecutive Months):March 17, 2008-March 16, 2009
Start of Advertising/Communication Effort:March 17, 2008
Base Period for Comparison:N/A (brand launch)

a) Synopsis of the Case


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