Hi everyone, welcome to my blog. My name is Misa.
Two hours ago, I did one of my least favorite things during a month – paying my cell phone bills! Currently, I don’t really feel my plan is worth the price, therefore when these two print ads come up, they attract my attention.
This is a branding campaign launched by WIND Mobile, an emerging Canadian wireless telecommunications provider. The industry is not easy to enter, since competitors, such as Rogers and Fido, have already locked a majority of customers with cell phone contracts. However, so far, WIND is doing a good job (since its first establishment in Toronto in Dec 2009, it has already expanded to cover Calgary, Edmonton, Ottawa and Metro Vancouver). WIND’s success, from my perspective, can be attributed to its great efforts to understand customer needs and wants, satisfy them, and then communicate the value in an effective way—–key factors of marketing success.
Going back to the two print ads, on the top are customer comments (right click the pic to view a bigger version if you cant see those small words), while the headline offers the payoff. What WIND is doing is generating a conversation with its customers, a good start to understand and show concerns toward THEIR needs and wants.
The campaign is multi-layer which also includes the lauch of WirelessSoapbox.com, a site where cell phone users are invited to share ideas of the ideal wireless company. A cool online ad, which I am gonna share, casts the customers as the hero by putting them on a pedestal- one woman was even posing as the Statue of Liberty (yes, we hate contracts ^-^). In this black and white ad, WIND refers to customers as the “young architects of change”, clearly putting them in a proactive position and effectively exhibiting their customer-centered marketing strategy as well as the product itself. To be honest, WIND is doing a good job on “Promotion”, one of the 4 Ps, as it well communicates their value proposition.
I went for checking out the plans offered by WIND, and those plans, especially “unlimited” plans offered in respond to rising customer needs, are really appealing. Just like what Chris Robbins, the chief operating officer, said, “the customers are the HEROS from our perspective.”
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