Joanna Yu's Blog

In the past decades, the telecommunication industry has grown exponentially due to the rapid advancements in technology.  Through these times, there are only a few well known wireless mobility service providers such as Rogers, Fido and Telus that exists.  This is rare because as more people use cellphones, there should be more service provider companies to provide for all the users.  However, this is not the case.  One main reason for this is that these large companies do such a great job marketing that it become increasingly difficult for new companies to enter the industry.  These companies are so large and rich that they are able to compete by setting low prices to gain a competitive advantage.  It is not easy to become large and successful as it often requires unique marketing strategies of which can be seen used by Telus.   For example, Telus uses branding through the use of commercials that all follow a similar theme and structure.  Here are some of Telus’ commercials over the past few years.

From the above commercials, I have noticed many similarities.  The commercials tend to be about 30sec long; they all feature uncommon animals such as hippos, parrots, lions, goats etc. on a white background accompanied by a popular tune.  I think this is a good marketing approach because their unique style completely differentiates them from their competitors.  Especially in this industry it is difficult to be unique.  Furthermore, with these constant themes, it is easy to adapt their commercial to the latest trends or holidays like the videos below.

With these distinct creative commercials, it allows consumers to easily remember their company which can further increase their sales.  With this Telus has successfully created a culture within in their company. Now when consumers see white backgrounds with some animals, they may think of Telus.