the future is friendly....

....and the future is here!

AGENDA

Current Market

Promotional Priorities

Creative Action

COMING TOGETHER

Broad Demographic 15-30 Years Old Across Canada

Non-Customer Groups Other Brand Loyals New Category Users

TRYING TELUS

Brand Switching Purchase Other Brand Loyals

Brand Trial Purchase New Category Users

A FRIENDLY TRANSITION Brand Awareness

Recall Unforgettable Critters

Increase Brand Attitude

Generate Brand Purchase Intention

THE RIGHT DECISION

Brand Positioning Advantageous Brand Position End Benefit

Important Attributes

Informational Motives Mixed Approach

KEEPING IT SIMPLE The TELUS Image

A Different Message Combined Appeal

Creative Critters Likeable Similar Familiar

KEEPING IT TELUS

Combination Execution Personality Humour Straight Sell

Message Structure Visual Recency Effect One-Sided