Telus’ new year fitness plan

The telco uses a digital campaign to drive potential fitness tech buyers to its Learning Centre locations.

Telus is touting both the fitness tech it sells and how its staff can help consumers get the most out of their wearables with a new digital campaign.

As we begin the new year, fitness is a focus for many people and as wearable trackers like Fitbit have gained popularity, more people are considering making such a purchase. The campaign aims to prompt those people to visits its Learning Centre locations to not only buy, but set up and learn about their devices to get the most out of them, says Denise Bombier, director of marketing communications for Telus.

The campaign includes a social media video, created by Behaviour, featuring Ben Pobjoy, a Torontonian who last year vowed to walk 2,015 kilometres in an effort to shed some weight. With the help of using fitness tracking, he reached his goal – and then some – while also handing out sandwiches to those who might need them.

For each share of that video, Telus is donating $5 to the 60 Minute Kids’ Club, an organization that supports healthy lifestyles for youth.

The digital push also includes online videos in Telus’ recognizable style, created by The&Partnership and running on social media, showing some of the tech available through Telus and making note that its Learning Centre can help.

Those videos are also running on digital screens at gyms. At the end of the month, Telus will also be kicking off an experiential tour, working with Behaviour to target gym-goers and have them try out fitness trackers, as well as sign up for a Learning Centre session.

Telus is driving to its website’s “Better You” section, where it has curated products such as fitness trackers, headphones, sleep aid technology and smart watches. It is also pushing its health-focused merchandise in store windows.

Earlier this month, Telus also ran a social media contest asking consumers to share their plans for how they would “#MovetoHealthy” this year. That call received more than 7,000 Facebook comments alone, Bombier says.

Telus is also using print and direct mail to reach potential customers through commuter papers and health magazines. At the end of January, it will also drop a targeted direct mail piece that will encourage consumers to keep going with their fitness resolutions, featuring products and encouraging people to visit its Learning Centre locations.

Cossette handled media for the campaign, with Edelman on PR.