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Challenging Canadians to expect more from their wireless provider.
Freedom Mobile was a small fringe wireless carrier struggling to gain traction with Canadian consumers. Though many efforts had been made to communicate the affordability of the brand, Freedom simply wasn’t communicating relevant value to consumers. People knew they wanted something different from a provider, but there was no way for them to identify Freedom as the right one for them. We agreed that in order to get seen and heard. they would need to stop relying on discount messaging alone, and define the brand’s mission as an underdog in the telco space. Why is Freedom here? What is the brand solving for Canadians? What can they get from Freedom that they can’t get from the big guys (or little guys) already out there?
Those who were unhappy with their carriers believed that everyone else was just as bad. So, why switch?
We put ourselves in the shoes of Canadians across the country in search of a core insight. As expected, most customers didn’t speak highly of their wireless carriers. They found them to be overpriced, lacking transparency, and largely unwilling to compromise. But we also learned something surprising: those who were unhappy with their carriers believed that everyone else was just as bad. So, why switch?
Armed with this insight, we defined the challenge that Freedom would take on: Free Canadians from the unjust practices of Big Bad Telco by proving there is a better way.
This challenge led to a full reimagining of Freedom’s core products and services, as well as a complete brand identity overhaul that allowed us to shout this bold mission from the rooftops across an integrated launch.