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Chatr Wireless, the new talk-and-text mobile brand from Rogers, has unveiled its first marketing campaign, going head-to-head with other mobile start-ups like Wind Mobile, Mobilicity and Public Mobile.
Last week saw Chatr adds appear across television, radio, print, out-of-home and online media.
The TV spots use animation to illustrate a message of network reliability–the brand’s intended point of differentiation amid the cluster of unlimited talk-and-text brands. The Bobby McFerrin song “Don’t Worry Be Happy” is used as background music, in tune with the campaign’s tag line: “No worries. Talk happy.”
“We’re focusing on the customer with a message of providing peace of mind and certainty,” said Jennifer Chen, head of marketing Chatr. “In our advertising, our key claim is fewer dropped calls… the quality and strength of our network against the other unlimited carriers in the market.”
While Rogers works with Publicis for its main brand work and BOS for its Fido brand, Toronto agency Wurstlingroup crafted the Chatr launch campaign (and the forthcoming French-language Quebec campaign) and Chatr’s visual identity. The agency was chosen without a formal review through industry referrals.
“We were looking for a small boutique agency who could turn things around [quickly] and who were really creative,” Chen said.
Ads are appearing in the five cities in which the service has already launched: Vancouver, Calgary, Edmonton, Toronto and Ottawa. With some French-language work currently appearing in Ottawa, a larger-scale French campaign will launch this autumn when the brand arrives in Montreal.
Media duties are being handled by OMD, which also works for the main Rogers wireless brand.
While some PR duties are handled by Chen’s six-person internal team, Edelman has been tapped as PR agency-of-record.
