Choose Happy

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Title

Choose Happy

Advertiser:

Koodo

Year:

2016

Source:

Cassies 2017

Product Category:

Telecommunications

OOH Format:

Outdoor

Country:

Canada

Objective:

People love to complain about their telecom providers but Koodo has remained a bit of an exception with the brand’s subscribers giving the company a best-in-category favourability score of 87%. Still people were not recognizing Koodo as the preferred alternative. Koodo needed to highlight its customer experienced to win over disgruntled customers from other carriers. This lead to the “Choose Happy” campaign.

Target Group:

Adults 18-34.

Strategy and Media Used:

“Choose Happy” used bright colours and images to exude fun and happiness and mobile bliss. The campaign targeted adults 18-34 with OOH, TV, print, POS, cinema, digital, social and paid search

Results:

The first month saw a 23.6% increase in new subscribers versus the month prior. Brand consideration among the core target increased 55% during the campaign period, putting Koodo on par with the big three national providers and significantly ahead of the other value providers.