Novus is launching a new campaign to demonstrate how the company can make you feel good, whether through friendly service, fast Internet, or low costs.

Developed by creative agency Will, the “The feel-good network” campaign launches the brand’s new positioning and refreshed identity, which highlights that telecoms don’t have to cause the frustration they are known for, but can be fun.

The campaign will be available in Vancouver through September, and is being promoted through OOH advertising, digital and social media. Wirtz Media is handling media buying.

Roddy Ouano, marketing director at Novus, tells Media in Canada that OOH advertising was chosen as a high-impact awareness channel, supported by paid social networks, to achieve greater reach and drive awareness and consideration. “Display and retargeted paid social networks focus more on conversion and sign-ups,” Ouano says.

The campaign, Ouano says, aims to leverage Novus’ redesigned brand to boost recognition and engagement with potential consumers in the buildings it services. Its success will be measured by the net number of new subscribers.

In particular, Novus is looking to reach potential customers between the ages of 19 and 45. Target areas include downtown Vancouver, Mount Pleasant, Olympic Village, Metrotown and Brentwood.

“This is likely not their first telecom provider and as such, they will have encountered frustrations with major providers with strict contracts, inefficient and impersonal service and fluctuating prices,” Ouano points out. Novus wants to take advantage of the poor image that Canadians have about telecoms in general and portray Novus as the “antidote,” he says.

According to him, the team felt that it was time to communicate a clear and differentiated positioning to distinguish the brand, as the sector is becoming increasingly saturated with a mix of national brands and new companies. Novus, Ouano says, is also a relatively small competitor in Vancouver among the big brands such as Telus or Rogers.

“We love the idea of being able to focus on our functional offering as well as the real, human experience. This is what makes Novus stand out and it’s what makes us the feel-good choice,” he adds.