Telus Case study TELUS GO PINK by Taxi Canada

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Industry Telecommunications Services
Media Case study
Market Canada
Agency Taxi Canada
Associate Creative Director Laura Watts
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: TELUS
Product/Service: TELUS
Agency: TAXI
Date of First Appearance: Jul 4 2010
Entry URL:
Chief Creative Officer: Steve Mykolyn (TAXI Canada)
Co-Executive Creative Director: Jason McCann (TAXI Canada)
Co-Executive Creative Director: Darren Clarke (TAXI Canada)
Creative Directors: Rose Sauquillo/Jordan Doucette (TAXI Canada)
Associate Creative Director: Laura Watts (TAXI Canada)
Art Directors: Irene Pau/Charlyn Wee (TAXI Canada)
Writers: Aaron Chown/Alex Furer (TAXI Canada)
Designers: Ashley Leonard/Christine Belanger (TAXI Canada)
Agency Broadcast Producer: Hanna Bratt (TAXI Canada)
Production House: (Stuzo Inc/TAXI)
Post Production Manager: Sarah Vingoe (TAXI Canada)
Mac Artists: Pam Cohen/Kevin Hester (TAXI Canada)
Agency Print Producer: Darcy Paniccia (TAXI Canada)
Digital Retouching: Esther Sanchez (TAXI Canada)
Editors: Jared Cook/Tyler Strahl (TAXI Canada)
Account Director: Alexis Saffran (TAXI Canada)
Account Managers: Natalia Paruzel-Gibson/Tyler Brown (TAXI Canada)
Digital Strategy: Cory Pelletier/Nicole Polivka (TAXI Canada)
Media Agency: (Media Experts)
Media Agency Planners: Kareem Boulos/Victoria Lysnes (Media Experts)
Media placement: Billboard - DVP Anchor Boards - July 5, 2010
Media placement: Magazines - Canadian Magazines - July 5, 2010
Media placement: Newspapers - Canadian Newspapers - July 5, 2010
Media placement: Ad Pod Game - Toronto Shopping Malls - September 15, 2010
Media placement: In-Store Digital Merchandise - 25 York Telus Store/other Telus stores - July 5, 2010
Media placement: Facebook Application - Online - September 15, 2010

Describe the campaign/entry
What were Canadians talking about most on Facebook in 2010? Hockey? The Olympics? World Cup soccer? Justin Bieber? None of the above.

Canadians were talking about breast cancer. And we know that because the TELUS “Go Pink. Pass it on.” campaign supporting early breast cancer detection technology ranked second in both Canada’s top Facebook trends of 2010 and Facebook’s most explosive global pages.

The goal of the campaign was simple and the cause was powerful: promote the fight against breast cancer in Canada.

And the idea behind “Go Pink. Pass it on.” was just as simple: go pink with TELUS, one of Canada’s leading telecommunications companies, to help give the gift of health to Canadian women.

To do this, we asked the Facebook community to turn their profile pictures pink, and TELUS would donate $1 towards early breast cancer detection technology.

Describe how the campaign/entry was launched across each channel in the order of implementation
A Facebook application was launched, enabling users to turn their profile pictures pink. For each user that “pinkified” their picture, TELUS donated $1 to breast cancer charities.

Outdoor and print kicked off the Go Pink campaign, introducing people to the pink chameleon that spread the message of hope and health across Canada.

Go Pink messaging in-store was prominent, with window posters, pedestal cards, digital merchandise video, and employees in pink T-shirts.

A 15-second cinema spot brought the action of passing on the pink to life, including a Call To Action to help spread the message.

The “How many chameleons can you turn pink?” game gave users a chance to engage with the brand and our pink chameleon in online banners and interactive mall kiosks.

When opening, the pink chameleon touched the screen to turn the page pink. A Go Pink tab was included, where visitors could learn more about the campaign.

Give some idea of how successful this campaign/entry was with both client and consumer
The Go Pink campaign results surpassed all forecasts, and employees loved it!

Our initial goal was to have 50,000 people raise $50,000 by the end of Breast Cancer Awareness month.

When we reached our goal in just 72 hours, we raised it to $100,000. Forty-eight hours later, we reached that goal.

By the end of the month, 817,691 people went pink, and the TELUS Facebook page earned over 550,000 new fans.

The Facebook campaign, combined with the offline campaign in which TELUS donated $25 from each limited edition pink BlackBerry sold that month, raised $2.45 million to support early breast cancer detection technology, radically exceeding our wildest expectations.