We were all kids once, which means most of us can recall being told we’d have to wait until we were “a bit older” to have the newer, better, fancier version of things. At the time it felt like life was all but fair, when the fact is most parents had no choice but to prioritize more affordable lifestyle options that ensured the whole family could partake;  burger restaurants over steakhouses,  a camping vacation over an island getaway, etc.

That still reigns true today for those of us reminiscing while reading this, who now find ourselves in our parents’ shoes, appreciating the financial pressures and prioritizations that come with raising a family (it’s part of the gig).

And when it comes to phones and wireless plans, that often means one, maybe two parents have a carrier like Rogers, while the kids are put on more budget-friendly plans with inferior service.

Rogers is now flipping that script, telling parents they no longer need to settle for second-rate wireless plans for their kids. Now there are affordable options for the whole family to be on Canada’s largest and most reliable 5G+ network. 

Rogers has faced an ongoing challenge: the perception of being a premium brand, out of the reach for those looking to bring the entire family onto one wireless plan. Our solution? To show that the “best” doesn’t have to be exclusive. Because in today’s world, wireless is essential for everyone, not just the grown-ups; whether you’re 40 or 14, you rely on your network to connect, learn, and navigate day-to-day life.

Bringing this strategy to life meant much more than creating a campaign promoting affordable 5G+ family plans; we needed an empowering and energetic rally cry to get Canadians to understand that Rogers now has wireless plans that are perfect for the whole family. 

We told parents it’s time to Plus It Up.

"Plus It Up" speaks to everything that makes our new Family Plans compelling – network superiority, competitive pricing, great benefits, and genuine savings all in one package” noted Tim Hopkins, VP of Strategy. “It's more than a campaign line; it's how we're thinking about delivering real value to customers.”

We used music and dance to craft a strong visual statement about what connection really looks like on Canada’s most reliable 5G+ network. Teaming up with director Ian Schwartz, our spot featured a family dancing together to “Too Easy” by Connor Price and Nic D. The lyrics and choreography perfectly encapsulated the ease, joy and connection that comes when you Plus It Up with a 5G+ plan from Rogers. 

Our message was simple: when you add more of your family to the plan, you get more. That means more savings, more perks and more of all the things you want from a phone plan.

What that really means is more moments, more memories, more of connecting families to what matters most.