TELUS Acquisition Rebranding in a Competitive Environment

TELUS

The Situation

TELUS provides a wide range of telecommunications products and services, including internet access, voice, entertainment, healthcare, video, and satellite television. TELUS acquired BC Tel, creating Canada’s second-largest telecommunications company.

The Challenge

The acquisition of BC Tel took place during a period of increased competitive activity in the telecommunications market in British Columbia, making it essential that TELUS quickly establish a brand presence in the region to ensure customer retention. BrandActive was engaged to take the project from initiation to launch over a period of four short months.

The Solution

Our team developed an implementation strategy that would quickly build critical mass for the new brand. This included a rollout strategy that prioritized key high-density markets as a means to reach 80% of users while converting only 20% of branded assets. Applications were also evaluated, resulting in new technical standards that significantly increased the visibility of the brand. After executing the approved strategy for launch, we oversaw the logistics of the rollout.

The Results

Overall TELUS brand awareness increased to 81% from 6% within six weeks of the launch (source: TELUS tracking study).

“Brand awareness increased to 81% from 6% within six weeks of launch.”

“The impact BrandActive was able to create in only four months was remarkable. This allowed us to terminate a brand advertising campaign ahead of schedule, resulting in significant cost savings.”

Drew McArthur, former Vice President Corporate Affairs and Compliance Officer, TELUS