Overview
There’s no bigger potential to motivate change and influence consumer attitudes than launching a new company from scratch. When WIND gave us a call asking if we could help launch their brand in just 7 months, we knew it was the opportunity of a lifetime.
We started by tapping into the very thing that people weren’t getting from their big providers: a two way dialogue. This lead to the insight that “conversations make things better” and the idea, “The Power of Conversation”.
We took the country’s frustration with wireless carriers and turned it into a collaborative, inspiring and productive relationship with a new brand.
Results
It was the most successful wireless launch in recent history. We surpassed both competitors and targets on key measures in third party tracking, engagement and acquisition rates
- WIND became the #1 brand consumers cited when asked who they’d want to switch to
- In just 6 months, surpassed all competitors’ engagement levels at the time, with highly committed advocates
- WIND acquired subscribers at a rate 2.73 times faster than the last entrant Koodo
- Became the fastest growing wireless carrier in the country
- Achieved 50% market share of new subscribers in markets launched
- The campaign was one of the most awarded at CMA Awards for Effectiveness, winning across Integrated, Digital, & PR.
