Wind Mobile wants to demonstrate its brand platform of the “power of conversation” by putting ordinary Canadians in touch with renowned public figures.
One of the new kids on the Canadian telco block yesterday launched its “Best Conversation Ever” promotion, which invites Canadians to enter via a dedicated website (BestConversationEver.ca) for a chance to have a conversation with the person of their choice, whether it be a Hollywood celebrity, sports star or political or business figure.
Five winners will be selected by a judging panel comprised of Wind management and five Canadian bloggers, with Wind donating $100,000 to each public figure’s charity of choice to facilitate the conversation.
Led by PR agency Narrative Advocacy Media, the program launched yesterday with an event at Toronto’s Ryerson University that featured a conversation between Wind Mobile chairman Anthony Lacavera and Aron Ralston–who had to cut off his own arm to survive after being trapped by a boulder while on a rock climbing expedition, and whose story was the basis of the Oscar-nominated movie 127 Hours.
“We know [Wind] is the new kid on the block, and we want this competition to introduce it to a lot of Canadians in a powerful and meaningful way,” said Lindsay Mattick, director of public relations for Narrative. “We hope that through this program people will have a) heard of Wind and b) have a favourable impression of Wind because it’s doing something that’s providing Canadians with a really unique opportunity.
“We know there are a lot of people still stuck in wireless contracts, and we hope that when they’re next in position to consider a wireless carrier they’ll choose Wind,” she said.
Since the program launch, Canadians have expressed an interest in talking with, among others, former NBA star Michael Jordan, philosopher Stephen Hawking and political figure Nelson Mandela.
In addition to the website and social media elements, the “Best Conversation Ever” campaign is being supported by a partnership with broadcaster CTV that includes integration in network properties including eTalk, Canada AM and on CP24. A 30-second ad created by Wind AOR Clean Sheet Communications is also running across CTV channels.
Mighty Digital developed the website, while Starcom MediaVest Group oversaw the media buy.
Wind has also partnered with out-of-home ad firm Newad to create a series of “Conversation Lounges” in malls and university campuses in the five markets it which it operates: Vancouver, Edmonton, Calgary, Toronto and Ottawa. Activation teams at the lounges will encourage people to submit entries to the contest.
Wind’s Lacavera described the promotion as the “epitome” of the company’s “Power of Conversation” brand platform. “We think this competition is a completely unique way to introduce ourselves to the many Canadians who aren’t already familiar with Wind Mobile, and a way to keep up our promise to those who are,” he said. “We look forward to seeing who people want to talk to and making those conversations happen.”
