![\"\"](\"https:\/\/blogs.ubc.ca\/clementcomm296\/files\/2012\/01\/Outsmart-Promo-Box.jpg\" "\\"Outsmart")
<\/a><\/p>\nAs Nikita Arora pointed out in her blog post<\/a>, 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 <\/a>(owner of the Toronto Raptors, Toronto Maple Leafs, NBA TV Canada, the Air Canada Centre, among others) for a rumoured $1.32 billion.<\/p>\n 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.<\/p>\n 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.<\/p>\n Secondly, the campaign is impeccably timed. With the upcoming controversial 700 mhz auction<\/a>, 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 <\/a>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<\/a> 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.<\/p>\n","protected":false},"excerpt":{"rendered":" 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 … Continue reading <\/a><\/p>\n