Part of my background is in corporate telecoms, from my days working in the UK before I moved to Canada. Also, my wife works at the biggest business telecommunications solutions provider in Canada – so between us we know how cut-throat and competitive the telecoms industry is.
Koodo Mobile is a new company whose sole aim is to take on the established mobile providers in Canada – Bell, Telus, Rogers and others – and offer simpler, less constrictive options:
- No excess fees
- No system access fee
- No activation fee
Such is Koodo’s approach to cutting the unwanted extras on mobile packages that they call it “fat-free mobility”. No hidden costs and plans and handsets that suit the most important people – you, the customer.
Which makes the adverts from Koodo so perplexing.
If I was someone looking to buy a mobile handset or take advantage of service plans that suit me, then there’s no doubt that Koodo’s approach would make the company very attractive to me.
That is, until I see their adverts.
Perhaps they’re going for the “so annoying it sticks” approach. If they are, then fair play to them, it worked. However, by also inferring that their phones are for idiots – “but you don’t have a degree in mathematics” – as well as using an annoying infomercial approach, they actually put me off them as a customer.
But maybe I’m wrong. After all, I’m talking with you about it now, so that means their advertising worked, right? Or does it? Can an advert still be classed a success if the talk is for the wrong reasons?
Here’s one of their videos. Would you buy one of their handsets or does the advert put you off? I’d love to know what you think.