While Fido’s advertising has typically given dogs the lead, a new campaign is emphasizing the value of human contact.
The mobile service provider is promoting the launch of its new FidoAnswers customer service feature, which was introduced to differentiate the company from its competitors after internal research found that 89% of customers were frustrated with the help they were getting. The new service is being promoted with a departure from the typical strategy for the company, says Steven Sarfin, senior director, marketing, Fido.
“The critical difference for the campaign is we have a touch of humour in it,” he says, pointing out that Fido hasn’t gone the funny route for several years. The creative lampoons common customer service woes, like dealing with an automated phone attendant who doesn’t understand what you’re saying.
“While the dog is still central to the story, there is a little subplot going on, which delivers a message of how it is better to talk to a live customer representative,” he says.
The campaign by Montreal-based Bos, which has been Fido’s AOR since it launched in 1996, is targeted at consumers 24 to 39. It includes a 30- and 15-second national English and French TV commercial airing on watercooler programs including American Idol, Big Brother and Tout Les Monde En Parle, as well as OOH, print and digital on portals like MSN.ca, AOL Canada and Yahoo.ca.
The media plan for the campaign, handled by OMD in Toronto, is also a departure for the company.
“Traditionally in the wireless category, there is a three-month media buy for a promotion, then one for the next promotion and the next,” he says. “Because FidoAnswers is such a big deal for the company, once that initial buy is over, we will still have a base buy reminding people of this service.”