Canadian consumers were terrified of roaming fees. So much so that when they traveled, they often turned their phones off entirely. As a result they couldn’t do the day-to-day things on their phones that we do every day and all take for granted – check the weather, navigate on Google maps, post pics as they happen, etc. Thus negatively affecting their travel experience.
Our strategy was based on a simple truth. Most travellers are forced to ask themselves the same question as they cross the border out of Canada: Turn Roam ‘On’, or keep it ‘Off’? Keep using and enjoying my mobile device the way I do when I’m at home, or not?
Coming directly out of this insight, our big idea was equally simple: get customers to “Roam On” – and experience the freedom to use their phone exactly as they did at home.
A multi-year, 360° phased campaign designed to deliver the following four objectives: Awareness, Education, Proof, Activation.
This large-scale, long-running campaign has included hundreds of different executions including national TV and radio commericals; highly targeted and contextual digital display banners that incorporate your travel destination into the creative; and impactful large format OOH placed wherever travelers are about to cross the border (whether by plane, train or automobile). We also created a highly success social contest using the hashtag #RoamOn that had customers endorsing the product as well as creating a commercial using content captured by many of Canada’s leading influencers.
