Wind Mobile Creates Competitive Differentiation in Canada
Posted: February 18, 2010 | John Fildes
Two points of interest and inspiration were gained from this article.
One, it is good to see Wind Mobile is taking a differentiated approach to media buy and placement by investing 25% in a viral video campaign. Interactive marketing continues to overshadow traditional advertising as the preferred way to experience brands. More importantly, the increased spend in this channel catapults Wind Mobile into a space few geo-specific competitors have navigated well.
Secondly, I love the creative concept behind the campaign. It positions the company as “the people’s” carrier by connecting with the audience practically and emotionally. Throw in the aspect that the strategy involves social media and Wind Mobile empowers the audience to pass on the story to others – people spread the word and customers begin to shift.
Really great illustration of what can be achieved through an intelligent shift and use of spend.
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