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Public Mobile breaks first brand campaign

Toronto-based Public Mobile, an operator of pre-paid wireless communications services, has begun its first brand campaign. Called "Less for Less," the campaign promotes the company's services as a way for consumers to obtain the lowest possible mobile rates. The creative seeks to use humour to illustrate the ways in which the company eliminates "excess frills," including in its advertising. A series of online videos depicts actors miming activities such as paragliding and rock climbing in an empty room. A billboard in Toronto displays the copy, "This is our only billboard. We need it to say a lot." This is followed by a large block of very small text describing the company's services. The effort also includes Toronto transit advertising, street posters and online banners.

The out-of-home campaign will run for nine weeks, while the online videos will run until the end of August. The campaign was developed by Cossette. Public Mobile is a subsidiary of Telus.

"Public Mobile champions the wireless consumer and Cossette wanted to showcase its values in a thoughtful manner," said Carlos Moreno, chief creative officer at Cossette. "'Less for Less' demonstrates how the brand challenges the norm to keep rates so low."

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