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2009 Marketing Ad Campaign

Colin Best Jordan Lockhart Catherine Gulliver

Shane Lanigan Pat Andrzejewski

March 12, 2009

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Target Audience

13-21 Years Old

New Category Users/ Other Brand Switchers

Personality & Lifestyle

National Campaign

Strategic focus on data

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Behaviour Objectives

Differentiation

Contract Renewals

Back-to-School Promotion

Repeat ConsumptionRepeat consumption is key to building brand loyalty

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2008E 2009E

~4.625

4.975 to 5.1

Increase of 8-10% driven by subscriber additions and data revenue growth

2009 Wireless Revenue Target ($B)

*

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Communication Objectives

Need to Purchase

Benefits

Brand Recognition

Making the future friendly

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Brand Positioning Strategy

High School and College/University Students

Being Part of the ‘In Crowd’

Putting Our Target Audience in the Ad

Cool Choice for Young People

Cool & youthful brand image to appeal to target audience

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Competitors

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Creative Strategy

Data Applications for Teens & Young Adults

Message Appeal

Source Characteristics

Social networking brings people together

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Creative Tactics

Consistency

Visual Over Verbal

Simplicity

Consistency is key to a successful campaign

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Don’t be left out of the conversation.

You don’t have to miss a moment of the things that matter.

With Telus smart phones and data plans…

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Questions?

* Telus 2009 Targets (December 16, 2008)

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thank you

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