Wind Mobile has turned some of its customers into spokespeople in a multi-platform marketing program developed by its newest agency partner, MacLaren McCann.
The new “That’s the power of Wind” campaign features testimonials from Wind customers across the country. The print, radio, TV and digital spots feature customers praising everything from the company’s lack of extra fees to the value they get from service plans.
It is the first work for the two-year-old mobile company from MacLaren McCann, which was given agency of record status in September following a formal review (the account had been with Clean Sheet Communciations since Wind’s inception). The Toronto agency is responsible for brand advertising, strategic planning and content development.
In an e-mail interview with Marketing, Radek Krasny, Wind’s director of brand and communication, said MacLaren “connected with us on all levels, demonstrated a deep understanding of the wireless landscape and consumer mindsets,” while also supplying the wireless company with “breakthrough strategic insights and creative thinking.
“We’re thrilled to be partnering with a forward-thinking team of leaders and innovators who share our passion for business success,” he said.
In a release, MacLaren president and CEO Doug Turney called the passion of Wind customers a “key differentiator” in a category where word-of-mouth is critical to driving brand value and loyalty.
According to Krasny, the new platform supports the brand’s positioning as “a customer-powered network and is core to our brand DNA. Wind has achieved success because it actively solicits ideas and feedback from consumers and implements them.”
Wind is helping participants in its marketing program by creating personalized business cards and press kits that can be shared with their social networks. The company is also inviting customers to visit WindMobile.ca/LoveWind to submit their own feedback.
Krasny characterized the campaign as a “brand manifesto” communicating the company’s values and “driving an understanding of what we stand for.” It will serve as an “umbrella campaign,” while its upcoming second phase will communicate specific holiday offers. The latter will use TV, print, radio, online, cinema, out-of-home and in-store messaging.
