Mobilicity readies new branding campaign
By Adnews Staff
Dave Wireless of Toronto has introduced new branding for its Mobilicity mobile carrier company. The new branding includes the introduction of a new tagline, "Now that's smart," as well as two alien spokescharacters in the company's colours of magenta and green. According to the company, the new brand strategy will focus on the proposition of being the "smart choice for Canadian wireless consumers" that provides "value, simplicity and honesty." The rebranding campaign, developed by Sharpe Blackmore Euro RSCG, will be introduced in phases leading up to the back-to-school season and will include advertising, online, social media and in-store components. The company is also conducting a contest on its Facebook page to name the new alien characters. The winner will receive an HTC Panache 4G smartphone with one year of talk, text and data service. "The wireless industry has become commoditized by a flood of offers, price points, handsets and language that we believe are confusing and unhelpful to consumers," said Mobilicity chief customer officer Anthony Booth. "We have researched the mistrust Canadians have of the Big Three carriers and we see a tremendous opportunity for a refreshing brand that brings clarity, change and honesty to the industry."