BELL CANADA

The Client: Bell Canada is Canada’s largest telecommunications network, providing traditional landline, mobile, internet and satellite television services.

The Challenge: Bell Canada’s innovative new television-based (IPTV) all-digital service needed a compelling positioning to convert consumers from their cable “quad play” providers. With core benefits strongly messaged by competitors, IPTV’s advanced features were either confusing, not associated with TV, or unimportant to target consumers.

The Approach: Next Level SMG conducted a Strategic Brand Assessment and identified a need to shift the focus from the benefits of the TV viewing experience (which consumers did not perceive as broken), to the benefit of overall convenience, because IPTV makes it easy to share digital media anywhere in their home. Bell Canada explored more customer-centric options and created brand-based services that transformed the consumer brand experience.

The Impact: Launch preparations for IPTV served as a catalyst for myriad process changes in installation, customer service and service integration. This branding effort has aided the corporate parent, Bell Canada, to consider transitioning from a traditional phone service provider to a more relevant digital media services provider for broadband homes and businesses. Employees are energized and excited about the change.