Wind Mobile is evolving its creative strategy of using real customers in campaigns with the telco’s latest execution for the back-to-school season.

Launched last week and running until the end of September, the campaign features media by M2 Universal and creative from MacLaren McCann Canada, and includes a specialty and conventional TV buy, radio, digital, print and OOH across Canada, Radek Krasny, head of brand and communications, Wind Mobile, tells MiC.

Krasny adds that this campaign is going national, a first for the company, which has previously run  more geo-targeted ads but is expanding its promotional footprint as its mobile coverage grows across Canada.

John Killam, VP, group account director, MacLaren McCann Canada, says that in addition to showcasing its actual customers, the telco’s back-to-school campaign also shows off its global network through creative which has a customer talking about bringing his Wind Mobile phone while travelling internationally.

The core target for the brand is adults 18 to 34, with a secondary target of 18- to 50-year-olds, says Krasny.

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