TAXI DELIVERS KNOCKOUT PUNCH - Strategy

The appetite for wireless has grown substantially
since the wide-scale launch of mobile phones over
a decade ago. While existing mobile operators
developed their businesses through enriched
features, Telus saw room for a new brand with a
new approach to reach value-driven consumers.
Taxi’s marching orders were to create a mobility
brand unlike any other, with the objective of
dominating the value segment.
To achieve this goal, the agency created a wholly
integrated brand committed to a singular idea
whose strong appeal to one target group risked
being lost on others. Taxi identifi ed Generation
Y as the group that represented the greatest
potential for the brand among the value segment.
Their irreverent sense of humour and desire for
a high-value brand, combined with the strippeddown
appeal of the offering, led to the advertising
proposition of “fat-free mobility,” and from there
to the campaign idea.
Playing off the retro appeal of the ’80s and The
20-Minute Workout in particular, the warm-up
phase was a two-week tease to seed the brand via
its vibrant colours, and to hint at the workout
to come.
For the full-force launch, Canada’s major cities
were swarmed by Spandex-clad men and women
dubbed “Koodocizers” working out on billboards,
buses, television and other ambient environments.
Consumers were encouraged to “fl atten system
access fees,” “reduce bill bulge” and check out “the
cure for that mobility muffi n top.”
The agency created the Koodo brand from
inception to launch, carrying the campaign idea
through into packaging, the retail environment,
the website (koodomobile.com) and even a fake
infomercial done in true ’80s style.
TAXI • KOODO
STRATEGY November 2008 31