Cellphone retailer T Booth is launching a national advertising campaign to distinguish itself as a simple solution.
The debut television ad, which launched in September, features an elderly woman walking down a street, seemingly talking to herself as passersby clearly put her in the “crazy cat lady” category. It is revealed, however, that she is talking to someone through a Bluetooth headset.
Grey Canada created the campaign after Glentel, T Booth’s parent company based in Burnaby B.C., awarded Grey agency-of-record status last year.
“From the time we got the business, we had to do a lot of strategic work and research to understand what the T Booth brand stood for and what it meant to consumers,” said Rick Kemp, executive creative director at Grey Canada.
Grey also handles Glentel’s other mobile retailer, WirelessWave, from its Vancouver office, while work for T Booth is done in Toronto.
“T Booth needed to carve out a positioning that was unique and differentiating [from WirelessWave] so they could live together, because often they’re in the same mall.”
To help differentiate the brands, Grey built a brand platform that split the mobile market in half—WirelessWave aims to attract tech-savvy individuals, while T Booth targets those who are confused about the different phones and plans, said Kemp.
“T Booth represents all the carriers, phones and packages, so you’re getting unbiased advice from really knowledgeable staff,” he added.
T Booth’s campaign includes new in-store materials, newspaper and online executions that will run throughout the holiday shopping season.
