New Koodo campaign succesfull or not?
Almost a year ago I published an infamous post Koodo Mobile in Toronto or why develop a fake brand? which generated a lot of controversy between and my readers (mostly just my friends). Back then I thought couple of things:
1) What is the point in creating of what I call a fake brand or sub-brand of Telus?
2) Originally Koodo was supposed to be targeting younger people and I didn’t understand how is 80’s work out tape relates to the target audience
3) I didn’t think that “fat free mobility” was actually fat free.
So was I right or wrong? I think I was right in some things and that Koodo adjusted in a year and is now looking more like what is supposed to resemble. Here is my reasoning:
-Now almost a year later same advertising agency Taxi 2 changed its advertising campaign from 80’s workout tape to clever new words like “bigbiliffication,” but still kept the same colors. I think that was a great move as that 80’s tape was annoying the hell out of people. Just check out Twiter if you don’t beleive me. I still don’t know what is the point of people with big mouths, but I think they have a cleaver slogans and it was good they kep the colors to keep the branding going.
-Telus did grow their customer base quite a bit, but is not releasing how much of it is attributed to Koodo. Somehow I think if the figures were good they would release them openly
-They deviated from “fat free mobility” and now offer: web browsing, mms, call forwarding and when you add all the services it still doesn’t come out that cheap
-They did eliminate service charge – which made them look like an actual discount brand.
I still beleive that brands like Koodo, Fido, and Soho are just one of the way to trick consumers in buyng the same service. Some people do it, because they like marketing others just don’t see any other alternative. My opinion is that when new players like Globalive enter the market Rogers, Bell, and Telus will have to adjust and make their prices reasonable as a a result Koodo, Soho and Fido will have to either disappear or become even more discounted in order to attract customers that would want to use services from new players.
I personally can’t wait for that time. We really need a second GSM company in Canada!
GSM is so passe, you wouldn’t want another one of those in Canada. If anyhting let’s see some HSPA or LTE guys coming in.
Hey Lauren, thanks for stopping by. I travel a lot and need to put a different sim card in my phone when I go to a different country, so I got to have a GSM phone, rather than simple CDMA. From what I know LTE would work on both GSM and CDMA networks.
[...] New Koodo campaign succesfull or not? [...]
[...] New Koodo campaign succesfull or not? [...]
[...] also mention that Telus’ profits went down by 5.6 per cent which is largely atributed to its Koodo brand – surprise, [...]
Interesting comments on Koodoo.. I have 3 phones with Bell and am adding one more child this week. Looking @ Rogers their plans are as onerous as Bell.. Considering our usage the ‘All you can talk’ after 5PM option from Koodoo I am switching to Koodo for the 3 existing plus 1 new phone. The 5PM option is simply HUGE for me.. Telus, Bell, Rogers.. are pricier and only start at 6 which is junk. I guess it depends upon your needs.. no internet really required here on the cell..
Agree completely on lack of competition though.. I’d get a 4G net stick in a flash if we could get even US prices.. As it stands 3G prices are far too pricey.. I’m really fed up with how they ‘explain’ how many emails you could send.. A very silly metric.. Personally if I could trade my stock portfolio and research things on teh fly that would be great.. 5Gig cap is nothing though..
B Wong