TELUS Mobility

Telus Mobility is famous for its trademark critters. In July 2010, the mobile co launched a summer campaign targeted at Montreal’s lesbian, gay, bisexual and transgender (LGBT) community, with the introduction of a new one: the zebra. It personified Telus’s celebration of this community, encouraging consumers to proudly display their unique stripes.

Telus formed partnerships with the Quebec Gay Chamber of Commerce and Divers/Cité, supporting key events in the LGBT community, and helpline Gai Écoute.

OOH installations were secured in Montreal’s Gay Village, relating the story of a zebra who has “come out” with the message “I always knew I was Telus.” Huge outdoor projections in the Village’s pedestrian mall were also displayed during the summer’s biggest events.

In a unique execution, consumers had their fingerprint digitally recorded, which, when enlarged, resembled zebra stripes. The prints were used to create personalized mobile desktop wallpaper.

A Telus zebra mural in the Beaudry Metro station and zebra placemats and coasters in neighbourhood bars and restaurants ensured a constant presence.

In print, there was a “French door” gatefold in Fugues magazine and a dominant presence in targeted publications Guide Touristique Gai du Quebec and Entres Elles.

Online, Telus banners drove traffic to the “Je Suis Telus” microsite featuring exclusive free content, special offers, a summer calendar of events, links to community organizations and an interactive game.

Sales of Telus products and accessories at the Telus retail location in Montreal’s Gay Village during the campaign increased 74% year over year. The campaign translated into genuine affinity for the brand, as confirmed by the dramatic increase in sales and a solid and enduring partnership with the LGBT community.