Monday, December 21, 2009


This week's perspective from Ed Lee:

Today’s touchdown is brought to you courtesy of our two friends “customer centrism” and “integration”. Whenever a new player joins a mature market, they have two choices. One, play by the existing rules and hope to beat out the established players that way, or two, to disrupt the market and focus on something no one is or has done. Wind Mobile is clearly choosing the disruptive path in the wireless market. After announcing the new brand, but no products, the company set up a virtual “soapbox” to allow disgruntled Canadian wireless customers to air their grievances. Through this massive online focus group, the company has been able to develop and refine its products to be incredibly customer centric. Whether or not input from Canadians had any impact on the final product is irrelevant – from a communications perspective, Wind can give the impression of being intune with and listening to the voice of the consumer. Touchdown! For the two-point conversion, Wind followed this up with a brilliant “hello world” creative ad which ran in the Globe and Mail (Canada’s pre-eminent national daily) containing the comments which most align with Wind’s policy and product – thanking those people by name who contributed to the soapbox discussion. Never mind the fact that “lailapalooza” or “cmisty” will likely not be the type to read the Globe and see the creative, the message comes over loud and clear to everyone – we listen to and value your opinion. This piece of integration was a fantastic play from a newcomer who needs to be disruptive in order to win in this market place.

No comments: