Helping a retail banner give people a reason to stop by.
The Problem to Solve
One of the original retail pioneers in the mobile product & services space, GlenTel (acquired in 2016 through a joint venture between Bell & Rogers) operates over 350 cross-Canada locations for both the WirelessWave and Tbooth Wireless banners. With competition intensifying in the retail market, brand awareness had declined significantly and consumers were lacking a clear reason to visit either store for their mobile needs. Research told us that most were just stumbling upon the stores in a moment of “distracted discovery”.
The Garden started with a strategic exercise to give each retail banner its own distinctive brand positioning and personality in the market. Focused on delivering a mobile buying experience as individual as each shopper, we created both in-store and external advertising campaigns for Tbooth Wireless throughout the year bringing a light-hearted, welcoming and humorous voice to all communications.