A new campaign has former NHL hockey star Tie Domi urging consumers to “stand up to the big guys” and switch over to Comwave for cheaper phone and internet packages.
According to a statement, the campaign spot is meant to remind consumers that they could be paying less for phone and internet services. In the same statement, Comwave boasts a new phone and internet bundle for $49.95 per month.
Abe Benitah, vice-president of marketing and sales at Comwave, said that while the ads offer a “healthy dose of brand message, they do not detract from our need to promote value to our customers.”
The campaign was handled by Tag, whose chief creative officer, Fabio Orlando, said that consumers seem to be conflicted. “They will pay more with the large phone and cable companies because of their size, but generally don’t like dealing with them,” he said. “With a message that creates brand alignment first, and then introduces the offers, we are helping consumers embrace the incredible value.”
The campaign launched on April 8th with three 60-second TV spots, as well as out-of-home, newspaper and digital media components that will release throughout the year.
Targeting the “big phone companies” and portraying them as cold corporations seems to be a default message for challenger telecommunication brands in Canada. When Wind Mobile, Public Mobile and Mobilicity launched in 2009, each adopted strong anti-establishment positions, claiming they were more fair and customer-centric than the incumbents in the industry (i.e. Bell, Rogers and Telus).
