Campaign Description

TELUS, a telecom company, asked us to use their Canadian Idol sponsorship to demonstrate the features of their smartphones to consumers. Our goal was to get fans to engage with TELUS smartphones the same way they do with the popular show.

Our solution? Give fans an underdog character they could root for.  Through 10 episodes that aired during Canadian Idol, we followed Ron Ronn, a rejected Idol contestant determined to make it big with his earnest attitude, his best friend Mueller, and their TELUS smartphones. Fans could also follow Ron Ronn’s musical journey through a microsite filled with musical jingles dedicated to smartphone functions, wallpapers, hidden factoids, tour shirts and original Ron Ronn tunes. The result was an engaging program that let people see smartphones in action, since smartphones were an essential part of his journey to the top.


EPISODES

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microsite

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integrated video

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