Wind Mobile officially, finally, launched yesterday after a months-long battle with the CRTC over ownership regulations.
The newest wireless carrier in Canada unveiled its ‘Monumental Change’ launch campaign at a media event at the brand’s new flagship store on Queens Quay in Toronto. Led strategically and creatively by Clean Sheet Communications (with branding by Amoeba Corp) and with media by Starcom MediaVest Group, the campaign will span cinema, online, OOH, digital OOH, print and radio.
The TV spots supporting the launch show a series of people in ‘statuesque’ poses, waiting for a ‘monumental’ change in wireless plans.
The launch started in Toronto yesterday, and will be rolled out later this week in Calgary as well. A national rollout will follow in 2010.
As part of the launch event, Wind unveiled a 20-foot monument in front of its Queens Quay store as a tribute, it said, to the ‘tens of thousands’ of Canadians who helped shape the brand. Wind’s positioning with the new brand is as a price-competitive service, with few additional fees, contracts or penalties. Handset brands include Blackberry, HTC, Samsung and Huawei.
Wind’s parent company, Globalive Holdings, was engaged in a battle with the CRTC over whether or not it met foreign ownership regulations until last Friday, when Minister Tony Clement overruled the CRTC’s decision to block Globalive from entering the Canadian market.
The print campaign behind the brand started Saturday, Dec. 13, the day after the Clement announcement. Ads have appeared in national dailies every day since.
www.windmobile.ca
