The Best in Entertainment
In June 2010, Western Canada was introduced to an ever-evolving TV platform that would provide more features, more channels, and more entertainment. And TELUS was just getting started. Over the following years, TELUS would continue to launch new features, enhanced services, and more entertainment, surpassing Shaw Communications as the leading provider of entertainment in Western Canada.
Since then, I’ve led teams at different agencies that have created campaigns that have delivered year-over-year profitable sales growth in the face of a downward-trending category and created the fastest-growing TV service of its kind in the world.
This is a selection of campaigns from over the years.
The TELUS Wireless Digital Box offered freedom. Freedom from your TV having to be placed near the outlet and being restricted to that one fixed location. To bring inspiration at the possibilities of new found freedom, it was necessary to tap into the cultural phenomena of interior design. An insight that resonated highly with the target audience and brought a very different approach to the usual hum drum of advertising TV services.
As Canadian viewing habits changed so too, did the approach to positioning Optik TV and a new era of entertainment was ushered in. The creation of The Optik Age, provided a platform that brought to life a multitude of advancements in the evolution of the ultimate entertainment experience.
Change was a constant in this industry and the next challenge existed in the plethora of streaming services that continues to disrupt the cable TV market. In response, TELUS reinvented their Optik TV offering to remain relevant. And as consumers found themselves choosing from an ever-increasing selection of content providers, the story of aggregating all that entertainment together in one simple package was brought to life with a Hollywood squirrel by the name of Clyde.
“Danny the Installer” was created to introduce and showcase both the TELUS product and the level of service one should expect from their “cable guy,” exploiting a customer service advantage we had over Shaw. Since launch, Danny has become a regular asset with which to educate consumers about its new features. By leveraging Danny across all media message comprehension increased and the equity in his character as a brand element grew. To date, Danny has featured in more than 25 educational videos.