2022 Winner
BronzeAdapted Advertising
Telus
"Family Discount"
Response Advertising
"Family Discount"
Response Advertising
While the Telus Family Discount (TFD) – an unlimited data package – has existed for a couple of years, the product had very little awareness and was not very competitive on price. Intent on driving interest for the product, Telus set its sights on Chinese and South Asian families. But without a unique selling point, Response Advertising had to rely on strategy and concept to drive differentiation and awareness. The agency came up with the tag: “The more you add, the more you save with the Telus Family Discount.”
The TFD campaign conveys this message with a video featuring an image of an adorable chicken as the focal point, with chicks added to the frame one-by-one while a catchy tune plays. The multiplatform creative was intended to entertain the audience while also driving home the message of the product’s value. The campaign drove higher recall rate in Chinese segments across the Greater Toronto Area (GTA) than the norm, and had a positive impact on brand consideration with scores of +18.
The TFD campaign conveys this message with a video featuring an image of an adorable chicken as the focal point, with chicks added to the frame one-by-one while a catchy tune plays. The multiplatform creative was intended to entertain the audience while also driving home the message of the product’s value. The campaign drove higher recall rate in Chinese segments across the Greater Toronto Area (GTA) than the norm, and had a positive impact on brand consideration with scores of +18.
Credits
Nachiket SantSowmyaa Narayanan
Ashley Yuen
Caroline Yao
Tiffany Lai
Andrea Lau
Mayank Choudhary