Wind Mobile is telling Canadians they deserve more when it comes to wireless service in its first national ad campaign that went into market this weekend, even though the brand’s launch is on hold.
The effort includes print and online ads, in addition to a series of web videos.
The candid camera-style videos combine real actors and everyday people encountering suprising challenges and charges to illustrate the unique offerings of Wind compared to established wireless players.
In one spot, a traffic cop places locks on people’s bikes and tells them they’re locked in for three years. If they want out, they need to pay a $200 fee.
A super reads: “You wouldn’t want your bike locked up for three years. So why get locked into a wireless contract?"
Clean Sheet handled the creative, Trapeze Media developed the online banner and box ads, Narrative Advocacy Media managed media relations, and Starcom MediaVest handled the buy
Wind, which is owned by Globalive, was first expected to launch this fall. However, the Canadian Radio-television and Telecommunications Commission (CRTC) ruled that Globalive did not meet the requisite standards of domestic ownership because of its backing from Egypt’s Orascom.
Industry Canada set a deadline of Nov. 18 for public submissions on the CRTC’s decision, which Industry Minister Tony Clement is currently reviewing.
Chris Robbins, Globalive’s chief operating officer, said the company continues to prepare for launch, continuing to train staff and build distribution networks. “Our focus is to be ready to go," he said.
The Toronto-based company spent more than $442 million for a share of Canada’s wireless spectrum in a government-run auction last year.
The goal of the advertising campaign is to raise awareness about the current state of Canada’s wireless industry, and to highlight why more choice is essential, he said.
“The main reason why the government set aside the auction was to promote competition and choice in Canada, and that’s been lost," he said.
