Telus1

Telus gives B.C. bus commuters free wifi

Six-month pilot project tries to bolster brand in home market

Telecommunication giant Telus is hoping to lure new customers on their morning and evening commutes by offering free wifi on select city buses in British Columbia’s Lower Mainland.

Commuters with a wifi-enabled device are first taken to a Telus opt-in splash page from which they can access Telus’ 4G LTE network. The high-speed network allows them to surf social media channels and watch streaming videos while riding the bus – options they might not otherwise choose if they’re trying to conserve data.

Telus says the six-month pilot project, which started Aug. 11 on three longer bus routes in the region, is the first time free Wi-Fi has been offered on public transit in Western Canada.

The buses are also wrapped in Telus advertising, which helps riders know which ones have the free service.

The campaign will help make riding public transit more tolerable, but should also help raise the profile of Vancouver-based Telus in its home market at a time when competition in the telecom industry is intensifying.

“We’ve always looking for ‘surprise and delight’ ways of connecting our customers and things that matter to them,” says Steve Howard, manager of mass advertising and design in the marketing and communication department at Telus. “For us, this was a perfect fit.”

Howard said Cossette Media brought the idea to Telus as part of its role as the company’s media agency of record. Cossette then worked with Taxi (Telus’ outgoing creative agency) to develop the campaign. Lamar Advertising was then brought on board to help with the wrap advertising. The buses are fully wrapped with the Telus logo and free Wi-Fi announcements on the interior and exterior.

When the campaign was launched earlier this month, Telus held a social media contest for users who tweeted a picture of themselves on the bus to @Telus with the hashtag #teluswifibus. Two winners received a free Samsung tablet.

Howard says the free Wi-Fi pilot program will be monitored over the six-month period, during which Telus will decide whether to extend and maybe even expand the offering to other buses in the region.

Brands Articles

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs

Metrolinx launches public education campaign

New campaign from Grey intends to drive awareness of approximately 500 projects