Mobilicity today showed Canadians a whole other side to itself with the announcement of its new brand strategy and the arrival of Spokesaliens.
The rising carrier is building upon its foundation of providing value, simplicity and honesty, as well as its signature magenta and green colours. As part of the new strategy, Mobilicity is focusing the brand on its core customer proposition of being the smart choice for Canadian wireless consumers.
“The wireless industry has become commoditized by a flood of offers, price points, handsets and language that we believe are confusing and unhelpful to consumers,” said Mobilicity Chief Customer Officer Anthony Booth. “We have researched the mistrust Canadians have of the Big 3 carriers and we see a tremendous opportunity for a refreshing brand that brings clarity, change and honesty to the industry.”
Mobilicity’s new tagline, “Now that’s smart” acknowledges the growing number of Canadians choosing Mobilicity’s smart wireless service for unlimited talk, text and data plans, a 20-cent-a-minute flat North American roaming rate, and popular handsets and smartphones – without contracts and extra or hidden fees.
Toronto-based advertising agency Sharpe Blackmore Euro RSCG created the Mobilicity rebrand campaign, which will be introduced in phases before the busy back-to-school season and will include mass brand advertising, online, social media and in-store components.
Agency Chairman Bill Sharpe said, “We developed a radically different visual look, and personality, or in this case, personalities to cut through the noise and differentiate Mobilicity with a memorable, personable and loveable brand identity.”
Mobilicity selected the intergalactic creatures on which to base its new creative platform because they are synonymous with superior technology and intelligence – key attributes the carrier brings to consumers.