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Wind Mobile casts the consumer as the hero in its first branding campaign that launched this week just days after getting the green light to launch from the federal government.
A 60-second black and white cinema and online ad literally puts everyday consumers on a pedestal and refers to them as the “young architects of change.” Men and women can be seen posing as real life statues–one woman stands like the statue of liberty. The spot ends with the brand tag line: “The Power of Conversation.”
Chris Robbins, Globalive‘s chief operating officer said the Wind brand has been developed based on conversations with consumers, which is reflected in the ad.
“The customers are the heroes from our perspective,” he said. Publicly at least, this positioning began with launch of WirelessSoapbox.com in September 2008. The site invited Canadian cellphone customers share their ideas of the ideal wireless company.
Robbins said he was surprised when people called WirelessSoapbox.com “revolutionary.”
“Really all we were doing was putting an online tool in place so we could listen to customers, and that was revolutionary? That’s sad,” he said.
The campaign includes, online, out-of-home, newspaper and radio. Clean Sheet handled the creative, Trapeze Media developed the online banner ads and Starcom MediaVest handled the buy.
The print ads use customer comments, while the headline provides the payoff. One ad features the customers’ want for unlimited local daytime calls. The headline reads: “No wonder you want unlimited plans; we all hate running out of.” Wind Mobile officially unveiled its products and services yesterday in Toronto, with plans to launch in Calgary later this week and nationally through 2010.
The wireless company opened its first of 18 retail locations in the GTA with a 20-ft. statue erected in honour of the “customer” during a launch event organized by Narrative Advocacy Media. The statue will be moved around the city and a smaller 8-ft version is planned for Calgary.
Wind also launched a small “Thank You” campaign that ran last weekend after Industry Minister Tony Clement reversed an earlier CRTC decision that initially blocked Globalive from entering the Canadian cellphone market.
