Koodo Mobile Case study EL TABADOR by Taxi 2 Toronto

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Industry Mobile Communications
Media Case study
Market Canada
Agency Taxi 2 Toronto
Executive Creative Director Lance Martin
Art Director Jeff Maceachern
Designer Kammy Singh
Released November 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: KOODO MOBILE
Product/Service: WIRELESS
Agency: TAXI 2
Date of First Appearance: Mar 15 2010
Entry URL: http://neverinneutral.com/awards/#/cannes/koodo/ring
Executive Creative Director: Lance Martin (Taxi)
French Creative Director: Patrick Chaubert (Taxi)
Art Director: Jeff MacEachern (Taxi)
Writer: Mike Blackmore (Taxi)
Design Creative Director: Dave Watson (Taxi)
Designer: Kammy Singh (Taxi)
Broadcast Producers: Jennifer Cursio (Taxi)
Print Producers: Tara Greguric & Charlene Leong (Taxi)
Group Account Director: Caleb Goodman (Taxi)
Account Manager: Katie Trainor (Taxi)
Media placement: TV Campaign - Various Channels (Global, CTV Etc) - Nov 8th 2010
Media placement: Online - Youtube - April 1st 2010
Media placement: Non-Traditional - Gift With Purchase With Mobile Phone Was Purchased - Nov 1st 2010

Describe the campaign/entry
Create a campaign for Koodo Mobile that focused communications on their most unique/valued attribute, The Tab, while calling out the oppressive nature of fixed-term contracts.

Describe how the campaign/entry was launched across each channel in the order of implementation
To lead the “Fight for Phone Freedom,” and to iconize The Tab, we created El Tabador (a 4-inch tall Mexican luchador, bursting with contract-breaking wrestling moves) and integrated him into all areas of our target’s life.

Give some idea of how successful this campaign/entry was with both client and consumer
Although Koodo won’t release business results for competitive reasons, El Tabador was a huge success, helping Koodo earn Strategy magazine’s Brand of the Year honours. His YouTube channel reached over 325,000 views, while his action figures raised over $75,000 for charity.