Why telus uses animals

Focused as they are on keeping up with the hard math and science of rapidly evolving network technologies, many communications providers are not as comfortable in the soft, fuzzy world of customers and marketing. While his MBA and diploma in network engineering suggest that Entwistle squarely fits the traditional profile of a telecom executive, his instincts tell another story.

What Entwistle saw in Clearnet was a highly differentiated brand proposition based not on the strength of its network and mobile devices, but on the human experience. It needed another way to stand out.

So the brand crafted a creative strategy with the help of its original agency of record, Taxi Advertising. The shop was only a few years old and not much bigger than its three partners Jane Hope, Paul Lavoie and Heather Fraser when it was approached by Clearnet at the time. In pitch, the other agencies came forward with fully formed strategies and spec creative.

We came in with nothing but empty notepads and lots of questions. As it turned out, that worked perfectly for Clearnet because it was interested in a much more open-minded, co-created approach to brand-making.

Identifying the customer was the next part of the task. Knowing that Bell and Rogers were focused on business customers who tended to be locked in with long-term contracts, Clearnet and Taxi decided to target the untapped market of youth, new Canadians and women with a no-contract offer.

But how do you address such a diverse set of customers? That would require a visual language that everyone could respond to. By happenstance Hope and Lavoie had watched Microcosmos, a documentary film that takes an up-close look at insect life. The arresting images of tiny critters negotiating their way through a leafy underworld struck a chord.

To make it even more distinctive, Hope, inspired by a Japanese aesthetic, set everything against a white background. Thus was born one of the most memorable and recognizable visual platforms in Canadian branding. That being said, visual images in advertising may directly or indirectly relate to the product being sold, which is why it is important to think of the content in the image conceptually.

How could a Canadian telecommunications company, such as Telus Communications , incorporate animals into the foundation of their brand identity? Companies like Telus use animals in their marketing in an attempt to shift appearances to a more compassionate and friendly experience.

These award-winning campaigns create an emotional connection to the consumer as they personify these cute critters. The consumer is able to draw their own conclusions as the advertisements indirectly encourage concepts of trust, friendship, and loyalty.

Bell owns Virgin Mobile and Lucky Mobile. Telus Corp is the largest telecommunications company in Western Canada and the second largest in the country. Save my name, email, and website in this browser for the next time I comment.

Friday, November 12, Sign in. Forgot your password? Get help. Privacy Policy. Post Reply. To help us improve this website, we'd love to hear your feedback. Support Support. Find a store Find a store. Contact us Contact us.