Advertising Agency behind Koodo Mobile
I like statistics. While analyzing google’s traffic sent to my site I found out that my Koodo Mobile or Why Develop a Fake Brand post is my best post ever. Apparently a lot of visitors want to know what is the marketing agency behind these annoying Koodo Mobile ads. I know in Toronto you can see these ads everywhere on buses, downtown and TV.
I will save you some time and the short answer is Taxi 2 Advertising Agency. Taxi 2 is pretty big player in the marketing industry and is responsible for some really creative marketing campaigns. I love their WestJet campaign. However, I still think that both marketing and product offering for Koodo Mobile is a bit questionable. Here are my questions:
- Why would 80’s working out theme appeal to 16-30 year olds? We were not born at that time, so it doesn’t appeal to us as an audience. Seriously I have no idea how does working out hints at buying a cell phone
- Except stating “fat free mobility” there is no real message in the ad campaign that would tell me why should I go out of my way to check out their website
- I do want to watch TV on my phone,
- I do want to browse internet on my phone for one low flat rate fee per month
- I want cool looking modern devices
At the end of the day except eliminating system access fee I see no difference between Koodo Mobile and other mobile companies in Toronto. If you are asking yourself a question is someone cares if you would disappear tomorrow - the answer is no nobody cares.
Check out this blog I am not sure, but I think the owner of the blog works for Taxi agency and they are brainstorming on some new ideas for Telus. Contribute and he might invite you to a party.
Oh Yeah, if you agree with me or disagree please leave a comment.
Apr 21st, 2008 at 6:54 pm
[...] Update:04.21.08 Check my new post about Marteting Agency behind Koodo Mobile’s Ads [...]
Apr 21st, 2008 at 7:03 pm
Hey, I happen to have a Koodo phone. I got my first bill in the mail and it was half of what I paid at (ahem) OgersRay. No difference in cell phone use, just big difference in price. At the end of the day that’s really all I was looking for. Koodo isn’t for you? then dont’t buy it. If you like saving money and don’t want all that crap on your phone, (I personally couldn’t care less about TV) then it’s a good deal.
More money in ma pocket,
Toni
Apr 21st, 2008 at 7:39 pm
Toni,
Thanks for the comment. You might be absolutely right, and I am the one who is not getting it. Do you mind sharing a basic detail of why the price was different? Looking on their website it seems like packages are comparable to other cellular carriers. With the difference of not paying for system access fee and 911 fees?
Also, I don’t want to ask your specific age, but do you fall under the youth target group they were going after? And did you find a working out ads appealing?
Thanks for the time
Apr 23rd, 2008 at 2:19 am
Here is an interview with Koodo president:
http://mobilesyrup.com/2008/04/09/exclusive-interview-with-kevin-banderk-chief-koodo-officer/
Apr 23rd, 2008 at 3:44 am
Thanks a lot for sharing the interview. I did listen to it. I think the strategy of offering a simple phone with a simple plan is a great strategy.
Yet I am not convinced that it appeals to younger people. Just ask yourself a question. How many younger people listen to mp3 players, have a facebook account and making purchases online? I don’t have hard data, but I would speculate that the majority of them. That is why I think it is just wrong target group.
On the other hand probably more mature audience that just wants to talk and doesn’t need any bells and whistles might find their plans appealing. Furthermore, they will recognize the 20 minute workout video in the ads and will find it funny.
Again my thought is purely from marketing and sales point (not from creative side): i don’t think this is a compelling campaign or an offer to people age 16 to 25.
I guess time will tell if I was wrong or not. I am sure with the amount of advertising dollars behind the campaign they should get a share of subscribers. The sustainable growth is under the question though.
I promise if I will be wrong I will admit it. Good luck Koodo Mobile.
Oh by the way on the same site I saw an article about official Iphone introduction with unlimited data plan - now that is what I am talking about
Apr 23rd, 2008 at 1:53 pm
[...] put down someone’s else creative work. I left a lengthy comment to myself in my previous post and now just decided to make the record [...]
Apr 23rd, 2008 at 6:41 pm
Hey there,
I’m not sure if they were looking to only appeal to a youth market. It doesn’t say anywhere “hey youth only, come get our phones.” It does say if you only want talk and text, so I’d think well that’s any age no? If it said “hey, anyone between the ages of 18-25 that wants talk and text this is for you”, then I’d be like ya, kinda off. Just my 2 cents.
Oh and my other plan I was on was supposed to be $40 a month, but then I realized I was being charged an extra $8.95 system fee or something plus I went over a lot on my minutes so I was always paying extra AND then I got a whopping $280 bill!! From my txts!! I thought I got unlimited texts but I guess not so that was another $10 a month. Anyhow, it just ticked me off. My bill was always like $80! Double the $40 I thought I was gonna pay.
So I did a build your own thing with Koodo and for $50 a month I get 250 minutes, voicemail, caller id, unltd textsand free weeknights and weekends after 7pm, no system fee, no set up fees, so I love it so far. I really use my phone for txting so I didn’t need lots of minutes. So we’ll see. I did that tab thing so I didn’t have to pay for my phone. I walked away not parting with a cent!
Toni
Apr 23rd, 2008 at 9:03 pm
The reason I am talking about youth is because this was there strategic objective as discussed in Globe and Mail article and on Telus website.
So again it might be a very creative campaign and their offering might be good as well, I just don’t think it aligns with the target group that is all.
May 1st, 2008 at 3:40 am
As someone who falls under the youth umbrella, I actually quite enjoyed the campaign and think it is quite effective. The 80’s work out theme, while it has nothing to do with telecommunications, is really catchy and is very fashionable. The 80’s theme has been a part of street fashion for quite a bit and has spilled over to mainstream fashion for a couple of years now, so I feel that the theme definitly is something relatable. And the fat-free mobility theme works really well with the workout theme… the concept there is very clear. I think the main thing to remember is that when prices are about the same, it doesn’t really matter what brand someone chooses. The appeal here is that Koodo is young, fun, and pokes fun at itself which is cool.
Also, all those frilly options that phone companies now offer… To be honest, I am one of those people who gets annoyed. I don’t want facebook, I don’t need to use the internet on my phone, and I don’t need to listen to MP3s on it. I have an ipod, I have a laptop, and I have better things to do than to check out facebook on my phone. I think people overestimate the power of gimmicky options. The straightforward message of Koodo resonated with me, and I suspect that it did with some others as well.
Now, that being said, whether or not Koodo delivers what it promises (cheaper service and less frill) is another question.
May 30th, 2008 at 2:12 am
Hi, my beef with this product is it’s marketing campaign, for one it’s very very F*&** aggressive, everywhere I walk in Toronto, there’s a huge banner here, a bus ad there a streetcar there. the ugly green neon color, I just think people behind this product or the ad agency has intensionally done this to 1) piss of the better than average consumer with some level of intelligence 2) to raise enough controversy to get people talking about there stupid ads, just like I am doing right now. whatever it is it makes me turn around and run away, I don’t care if they offer better rates and cheaper prices, that is fine, but please have some more respect to your target demographic and just don’t trash the urban city environment with your butt ugly, visually unpleasant ads, please take that sh$%^ down..NOW!!! we’re in the 21 century and I think by now ad companies should have more creative and pleasant ways to promote whatever product they are selling.
Jun 11th, 2008 at 9:46 pm
I have it on good authority hat Koodo in BC is taking forever to pay its staff. And when they ask about it they are told, if you don’t calm down you will be fired.