Telus seeks new critters

With federal elections off the table for another four years, Telus is leaping into the void with a national vote everyone can get behind.

After wrapping the fourth federal election in seven years, with none looming on the horizon for another four, Telus is leaping into the void with a national vote everyone can get behind.

The furry critter-pack that has graced the 15-year Telus mobility campaign is inviting fans to take a crack at predicting the next star, finally giving Canadians their official opportunity to be part of the brand’s creative team, Anne-Marie LaBerge, VP marketing communications, Telus, tells MiC.

The idea of bringing Canadians into the brand’s creative kitchen came from years of family and friends recommending who the next spokescritter for the campaign should be, she adds.

From the classic hippo to the newcomer red panda, participants vote for their favourite in a mix of 27 critters to decide who will be the next face of the mobile brand’s 2011 back-to-school campaign. There’s also a chance to win a Blackberry PlayBook tablet or the grand prize of a trip to Africa for a wild safari with every vote cast.

Facebook was chosen as the daily critter vote platform, although Facebook registration is not a prerequisite for participation. ‘We decided to democratize our brand and allow Canadians to decide what [the next critter] is going to look like,’ says LaBerge. ‘The audience participation is critical to making this campaign successful.’

To rally voters, Telus is getting the word out nationally via 30-second radio promo spots, pre-roll and banner ads on MTV, Much, CTV and Global online, as well as a wild posting component.

With Taxi handling the creative and Cossette on the media buy, the campaign goal is overall brand building, and is not focused on peddling a specific product, says Laberge.

The campaign began May 10 and the reigning critter and African Safari grand prize winner will be announced June 3.