Communicate how great the Public Mobile offering is for new immigrants to Canada.
The brand positioning mirrored the mainstream campaigns, with ethnic insights and twists. The central message was that all the things we didn’t do in making the ad, saves a customer money – just like Public Mobile. What is eliminated is the frills – so the customer pays less, that is ‘Less for Less’.
We took the message to the community through a geo-targeted activation where Public Mobile brand ambassadors doubled up as walking billboards. The walking billboards frequented areas where Filipinos gathered from Bathurst and Wilson to the newly opened famous Filipino fast food restaurant: Jollibee.