Any of a handful of desirable emotions may be linked to everyday experiences. Happiness is the one people rarely associate with their telco.
So Koodo stands out. It ranks highest in stand alone carrier satisfaction in JD Power’s ranking of Best in Customer Satisfaction, leading that category for the last three years, and it also has the lowest CCTS complaints.
“The bottom line is that Koodo’s customers are satisfied. They aren’t subject to fixed term contracts, they aren’t locked in like they would be elsewhere, and so they choose to stay, not to walk away. They Choose Happy.”
Camp Jefferson knew that “it’s a uniquely differentiating positioning in an increasingly homogenous market,” and worked out that “…ultimately, Choose Happy is a rallying cry that shows frustrated customers at other telcos that a better customer experience is the thing that matters most.”
So it built a new platform for Koodo that’s all about happy. It’s colourful and exuberant and full of silly, fun, time wasting – and above all – happy things to watch, do and share. The content includes an animated loop of a robot slipping on a banana peel, images of smiling popsicles, and dogs that turn into bunnies. It’s sprinkled with cheerful observations, like “happiness is no hidden fees,” and “happiness is perfect parallel parking when everyone’s watching.”
“Koodo worked with a vast network of illustrators, animators, designers, artists and directors to create a massive collection of eclectic, creative, inspirational content – akin to the creativity of the internet, the agency says – and geared towards making people happy.”
Happy Hub is mobile-optimised and engineered from the digital world to the traditional. Camp Jefferson’s creative exploration started with the first choice screen now, the mobile phone, and was inspired by the bite-sized content people look for and want to share.
“The result was a brand platform that references the responsive grid-based thinking of the digital realm, that’s highly flexible and can be sliced and diced in different ways, and easily deployed across a range of media.”
In short, it’s new gen fun.
Paul Little, executive creative director at Camp Jefferson, explained, “A light went on when we realised that our client’s product could be our main media vehicle,” “This lead us to create a platform that was built to work in the way we consume media on our smartphones. In essence it’s a tiled, modular system that can be assembled into anything — from multiple units that become TV commercials to individual pieces that act as content to be shared and enjoyed on social channels.”
The Choose Happy launch campaign also includes a 60 second cinema spot, 30 second and 15 second TV spots, digital billboards, painted murals, transit shelter ads, static and motion posters, staff apparel (even their socks), and POS and social elements.
Campaign Credits:
Agency: Camp Jefferson
French Agency: K72
Production companies: Mike Perry Studios w/Suneeva, 1stAvenueMachine & MOM
Editing: 1stAvenueMachine
Transfer: Ricart & Co.
Online: 1stAvenueMachine
Audio: Apollo Studios
Development: Ransom Profit
