Koodo Mobile, a playful brand aimed at the Gen-Y target, is fat-free, which means it’s free from fixed-term contracts and excess fees. Given the target’s media consumption habits and how hard it is to get their attention, we developed fun, eye-catching and interactive rich media banners to communicate our message. Here, fire is used as a metaphor for getting rid of excess costs, like the System Access Fee. And since the lighter can only be activated by rolling over the banner, consumers can literally “burn off” the System Access Fee.

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