City Wide Communications has delivered internet, telephone and TV services to Maritimers for over 25 years.
The trouble was, they were still relatively unknown in the face of big internet competitors. Faced with figuring out how to reintroduce a brand to the market, we looked to the average internet household for inspiration. Kids have grown up connected since birth, they understood technology and how easy it is to switch, so they became our voice.
Working with the City Wide team, we deployed a wide range of executions to increase our share of voice in the market. Out-of-home and digital media lead the launch with creative that stands out with attitude and truth, not prices or promises. We knew we needed people to like us before they made that decision, so we created characters that were adorably smarter than their parents when it came to technology.
The campaign’s attitude has helped to reposition City Wide against the big guys, and our goal is to grow awareness and affinity for them in the future.
Photography: Aaron McKenzie Fraser
Retouching: Katarina Marinic
