After a successful pilot program last fall, Koodo has launched its “Happy Stack” bundle offer of mobile, internet and streaming content, and is marketing the new deal through its longtime “Choose Happy” platform.

The bundle offers Koodo customers in Ontario, Quebec and Manitoba the option to stack all three services for a monthly cost savings, for the first time. The “Happy Stack” launch is supported by a marketing campaign designed by Camp Jefferson.

The campaign is led by two 15-second spots where otherwise dour and drab surroundings in a bus and a hallway are brightened and made more energetic by switching to Koodo, highlighting the joy and optimism that the brand endeavours to highlight in its branding.

“The new creative campaign embodies ‘Choose Happy’ in both its vibrant, playful execution and positive message of not having to sacrifice affordability for reliability,” Camp Jefferson SVP and director of creative Julie Nikolic tells strategy. “It’s not just about communicating the offer, but about celebrating the joy you feel when you get the services you can count on at an incredible price.”

Nikolic says this campaign came from a strong desire to own the bright, bold colours that set Koodo’s branding apart from competitors when it first debuted in 2008. That visual element influenced the tone and development of the campaign’s TV ads and digital banners.

Another goal of the campaign is to show an alternative for families that are paying a lot for home internet, phone and TV services on a monthly basis, amid a difficult economy.

“It’s not a secret that Canadians  are stretched, both mentally and financially,” says Camp Jefferson VP of strategy Aviva Frenkel. “They are frustrated by cost of living challenges and looking for good value, especially when it comes to the essentials. The creative work was influenced by those very real challenges and aims to take the edge off those frustrations.”

The videos are accompanied by a series of OOH elements that included a colourful takeover of large-format digital screens at Union Station in Toronto.

Jungle handled the media buy, while Koodo worked with production company Revolver Films on the campaign.