The young wireless provider Mobilicity has rolled out its new campaign that is directly targeting Canada’s “Big 3” telecom companies – Rogers, Bell, and Telus.

As Nikita Arora pointed out in her blog post, the campaign is laden with quantitative information that is meant to expose the Big 3 telecom companies for their explotation of consumers in order to fund their own business deals, such as Rogers and Bell’s recent joint acquisition of Maple Leaf Sports and Entertainment (owner of the Toronto Raptors, Toronto Maple Leafs, NBA TV Canada, the Air Canada Centre, among others) for a rumoured $1.32 billion.

In particular, the campaign seems to target the overage fees that are draining the wallets of many Canadians. By doing so, they are able to stir up public resentment towards the Big 3 and at the same time gain public support for themselves. This is an effective tactic for several reasons.

Firstly, Mobilicity has always emphasized unlimited, no-contract plans. By openly attacking the problem of data coverage fees in the Big 3, they are in the perfect position to market themselves as a much more desirable alternative to those that they are demonizing in their campaign.

Secondly, the campaign is impeccably timed. With the upcoming controversial 700 mhz auction, animosity towards the Big 3 is already at an all-time high. Large activist groups such as OpenMedia have already begun a campaign called Stop the Squeeze opposing the “Big 3 Tri-opoly” and their possible domination of the 700 mhz spectrum auction.

OpenMedia previously gained tremendous support by Canadians in their past campaign, Stop the Meter, which opposed usage-based billing on internet services (again, promoted by the Big 3). By aligning their “anti-Big 3” marketing campaign with the campaign of a non-profit, well-supported activist group, Mobilicity is able to bring about a much larger effect in their advertising as well as gain the support of a much wider audience.