Mobilicity
Copywriter: Yvonne Noseworthy and Kyle Dooley
Art Director: Benjamin Moyle
Background/Overview: Mobilicity entered the telecommunication market in 2008. The name, “Mobilicity” comes from combining mobile and simplicity together. The Canadian wireless telecommunication provider wants to express that the phone plans are not complicated but rather very simple. Mobilicity specifically entered into the auction for advanced wireless services (AWS) frequencies. The AWS spectrum covers southern and eastern Ontario, Vancouver, Victoria, Calgary and Edmonton. AWS provides UMTS service, which is developing into a 4G technology.
It wasn’t until May 2010, that Mobilicity offered service to the public. Unfortunately, Toronto was the only area that was covered at the time of the launch. Mobilicity hopes to launch service in Ottawa, Calgary, Edmonton and Vancouver as soon as they are able to. However, Mobilicity will not be launching service in Montreal because they do not have spectrum in Quebec.
Currently, Mobilicity only offers 6 phones including: HTC, Longcheer, Sony Ericsson, Huawei, Nokia, and Blackberry.
Objective: Since Mobilicity launched only 2 years ago, the overall objective is to increase awareness to new and recent Canadians, and increase customer base (with a bigger customer base, it can allow Mobilicity to open up more stores around Canada and allow more coverage).
Target Market:
Insight: As a new brand, consumers need to understand and believe that Mobilicity is a simple, uncomplicated mobile carrier. Mobilicity understands what their customers need and want. They have unlimited plans, and are positioning themselves as best value service.
SMT: Plans that are both unlimited and uncomplicated.
Executional Mandatories: OOH (Urban areas, Airports, Transit), On-line (social networks including Facebook), Print (They currently lack in print advertisements).
Print
Mallscape
Web Banners
Radio
