Play With The Best

The Challenge

TELUS needed to increase sales of their their mainstream cable TV product, yet the market was saturated and needed to acquire new audiences in order to grow. Through research we identified an opportunity in an audience that embraced the West-lifestyle. In their downtime, they had a high-propensity for entertainment, outside of mainstream programming. The challenge was building affinity with a group that were highly-selective in their content choices and generally avoided traditional entertainment platforms.

The Solution

Given this group were highly selective when it comes to their entertainment, we had them create it.

Embracing the growing popularity of user-generated content in the world of outdoor pursuits, we ran a digital campaign that encouraged Western Canadians to show off their best in entertainment, outside of the home. The best of the best were then selected to be featured in their very own video. Filmed by a professional film crew, and produced to a world-class standard, the content was broadcast across multiple platforms, including Optik TV.

The Work