Taxi’s mobile workout

November 1, 2008 by Carey Toane

The challenge

While some Canadian wireless users appreciate the satellite radio and movie downloads that smartphones offer, a large group of Canadians wanted only the basics: talk and text. Burnaby, B.C.-based mobile operator Telus approached its AOR, Taxi – and specifically its progeny, Toronto-based Taxi 2 – in December 2006 to build a value wireless brand from scratch. Being last to the party, it would have to be fresh in order to stand out and compete with the big guys.

The insight

Through research, Generation Y (aged 21 to 30) emerged as the perfect target. These consumers are at a stage of life when the only constant is change and value is key, but they won’t sacrifice staying in touch with their social networks to get a good deal. Exposed to thousands of commercial messages, they appreciate the straight goods.

Research also found an appetite for service built around the rate plan rather than the phone – as opposed to the incumbents’ ‘latest and greatest technology’ approach.

The B!G idea

Recognizing Gen Y’s appreciation for irreverence, Taxi 2 tied the Koodo wireless experience to the workout craze of the 1980s. Other carriers had ‘fatty fees’ and ‘artificial features,’ while Koodo was ‘suitable for cost-reduced diets.’ The visual vocabulary was based on neon colours, headbands and form-hugging spandex, while design cues communicated transparency and straightforwardness. ‘Fat-free mobility’ had arrived.

Consistency was king. Taxi 2 ensured every consumer interaction with the brand adhered to a cohesive thought and execution. The agency designed everything from the website and video content to call-centre scripts and music for the customer service line. Delving deeper into design, they created the phone packaging, retail bags, POS material and retail communications, as well as the POS touchscreens that featured the phone models and plans – and even elements of the phones’ user interfaces.

In collaboration with the design house Burdifilek, Taxi 2 created a mall kiosk to echo the brand look and feel.

Recognizing the effect that those selling the service would have on the results, Taxi 2 also developed a robust training program to get sales staff excited and educated about the brand.

The impact

While the impressive results were provided to the judging panel for the purposes of evaluation, they cannot be shared publicly due to competitive issues.

Judges’ comments

Brent Nelsen: This case really sings when you move past the traditional mediums – albeit extremely smart and consistent – to the kiosks, bags, packaging and street teams. It’s eye candy worth eating in a sea of sameness. Although the numbers are proprietary, I’m compelled to take my hat off to and shake the hands of the entire client and agency team. In a category that is ruthlessly price- and offer-sensitive combined with high churn rates, this is a laudable accomplishment. A pleasure to read and get a glimpse into the inner workings of this campaign.

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Introduction

Gold: Ogilvy’s standing ovation

Bronze: Juniper Park’s prescription