Breaking a cell phone contract shouldn’t cost an arm and a leg.
Recours collectif Rogers
Integrated campaignBack to projects
Following a judgment rendered by the Superior Court of Quebec in 2021, Rogers Wireless was required to reimburse its former customers for the portion deemed excessive of the early termination fees (ETFs) paid between 2008 and 2013. To reach the 80,000 individuals affected by the class action lawsuit, law firm BG Avocats commissioned Imédia to develop an advertising campaign and create a microsite to host the class action.
Objectives
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How ?
There’s no shortage of Quebec expressions to convey the idea of something being expensive: it costs an arm and a leg, an eye, a kidney, the skin off your back... The campaign capitalized on these expressions to tell people about the judgment and the claim amounts, ranging from $100 to $300.
The concept used charming illustrations to show something being paid in the literal sense of the expressions. These illustrations were developed by Mathilde Filippi under the artistic direction of Imédia.
As absurd as the campaign may seem, it brilliantly met the challenge of being creative while remaining credible to the general public. Overall, this large-scale campaign was deployed on television, radio, the web, and social media, and was supported by a public relations strategy.
A total of 239,454 users visited the website monbras.ca as a result of our work. Over 31,955 people filled out the claim form, for an excellent conversion rate of 13%.
