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2009 Marketing Ad
Campaign
Colin Best Jordan Lockhart Catherine
Gulliver
Shane Lanigan Pat Andrzejewski

March 12, 2009

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 Target Audience
 13-21 Years Old

 New Category Users/ Other

Brand Switchers

 Personality & Lifestyle

 National Campaign

Strategic focus on data

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 Behaviour Objectives
 Differentiation

 Contract Renewals

 Back-to-School Promotion

 Repeat Consumption

Repeat consumption is key to building brand loyalty

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 2009 Wireless Revenue Target
($B)
4.975 to
5.1
~4.625

2008E 2009E *

Increase of 8-10% driven by subscriber additions and data revenue growth

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 Communication Objectives

 Need to Purchase

 Benefits

 Brand Recognition

Making the future friendly

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 Brand Positioning Strategy
 High School and
College/University Students

 Being Part of the ‘In Crowd’

 Putting Our Target Audience in

the Ad

 Cool Choice for Young People

Cool & youthful brand image to appeal to target audience

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Competitors

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 Creative Strategy

 Data Applications for

Teens & Young
Adults

 Message Appeal

 Source
Characteristics
Social networking brings people together

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 Creative Tactics

 Consistency

 Visual Over Verbal

 Simplicity

Consistency is key to a successful campaign

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Don’t be left out of the With Telus smart phones You don’t have to miss a
conversation. and moment of the things that
data plans… matter.

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 Questions?

* Telus 2009 Targets (December 16, 2008)

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thank you

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