EL TABADOR by Taxi 2 Toronto for Koodo Mobile

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EL TABADOR

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Canada
Agency Taxi 2 Toronto
Creative Director Lance Martin
Art Director Jeff Maceachern
Designer Kammy Singh
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: KOODO MOBILE
Product/Service: MOBILE PHONES
Agency: TAXI 2
Date of First Appearance: Mar 13 2010
Entrant Company: TAXI , Toronto, CANADA
Entry URL: http://neverinneutral.com/awards/#/cannes/koodo/ring//yotube
Creative Director: Lance Martin (Taxi)
Art Director: Jeff MacEachern (Taxi)
Writer: Mike Blackmore (Taxi)
Design Creative Director: Dave Watson (Taxi)
Designer: Kammy Singh (Taxi)
Broadcast Producer: Jen Cursio (Taxi)
Print Producer: Tara Greguric (Taxi)
Group Account Director: Caleb Goodman (Taxi)
Production House: (BENT Image Lab)
Production House: (RightSleeve)
Media placement: TV Campaign - Various Channels (Global, CTV Etc) - Nov 8th 2010
Media placement: Online - Youtube - April 1st 2010
Media placement: Online - Youtube - March 29th 2010
Media placement: Packaging - Gift With Purchase/Sold With Purchase - Nov 1st 2010

Insights, Strategy & the Idea
Faced with a flood of new competitors that had just recently entered the mobile phone market, Koodo, a discount phone brand, knew that if they wanted to compete, it couldn’t be on price alone. Since everyone was advertising lower prices and offering free phones with fixed-term contracts, Koodo decided to focus communications on their most unique and valued attribute – The Tab – Koodo’s alternative to fixed-term contracts and a way to pay for your phone just by talking. To lead the brand’s “Fight for Phone Freedom” and to help iconise The Tab, we created El Tabador, a four-inch tall Mexican luchador bursting with muscles, swagger, and contract-breaking wrestling moves.

Creative Execution
The campaign was hugely visible in mass media with a series of TV commercials introducing our hero and his quest. Radio, print and OOH were used extensively to showcase Koodo’s many products and service offerings. Online we invited fans to get to know El Tabador and learn more about his cause in a mockumentary called The Man Behind the Mask, starring WWE Hall of Fame wrestler Bret “The Hitman” Hart. An online game called Get in the Ring used YouTube in a fun, new way, letting users join El Tabador in the ring to give contracts a beat down. A mini-reality show called Last Mask Standing challenged contestants to wear luchador masks for 48 hours straight to win a trip to Mexico. And, as a lasting tribute, we created a series of limited-edition action figures to immortalise his fight for phone freedom forever.

Results and Effectiveness
Although Koodo is unable to post results for competitive reasons, it’s safe to say El Tabador was a huge success. In his first year alone, he helped Koodo earn Brand of the Year honours from Canada’s Strategy magazine. His YouTube channel received over 325,000 views, while the action figures raised over $75,000 for charity. And, in a year that saw three new entries into the Canadian wireless landscape, El Tabador helped Koodo retain its title as one of the top value mobility providers in the country and achieve over 90% awareness scores with its key demographic audience.