Comwave and Tie Domi stand up to the big guys with tag idea revolution

 tag 9:24 pm on April 8, 2013
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Toronto, ON – tag idea revolution has launched a new ad campaign for Comwave, Canada’s largest independent communications company. The new campaign, featuring sports celebrity Tie Domi, takes Comwave’s direct response personality to a higher level, ensuring that a powerful brand message is delivered along with an incredible offer. The no-nonsense approach considers the general attitude that consumers have toward behemoth phone and cable companies and offers them a real alternative they can trust and save with.

“The entire team at tag expertly architected our brand platform and creatively integrated the personality of Tie Domi with that of Comwave. The ‘Stand Up to the Big Guys’ message perfectly articulates what Comwave has already been doing for years. We are extremely pleased,” said Abe Benitah, VP of Marketing & Sales for Comwave. “The ads are great, and while they offer a healthy dose of brand message, they do not detract from our need to promote value to our customers.”

The campaign includes three television ads, which highlight Home Phone, Long Distance, and Internet/Home Phone Bundle offers.

“We started by asking ourselves, ‘Why isn’t everyone taking advantage of these incredible offers?’ As we applied our truthology™ platform and dove in, it became apparent that consumers within this category are conflicted. They will pay more with the large phone and cable companies because of their size, but generally don’t like dealing with them,” said Fabio Orlando, Chief Creative at tag. “Comwave delivers quality services with such tremendous value that consumers find it perplexing when comparing with what they are paying today. With a message that creates brand alignment first, and then introduces the offers, we are helping consumers embrace the incredible value.”

The campaign launches April 8th with three :60s spots and will be supported by OOH, newspaper and digital media, as well as all other supporting media throughout the year.

To view the TV spot:

Spot 1:

Sample newspaper ad attached.

About tag idea revolution

tag idea revolution is an integrated marketing communications agency, including advertising, communications and brand development. Using its truthology platform, tag generates revolutionary ideas driven by undeniable insights (the truth) to inspire groundbreaking creative thinking, spur change, overcome barriers, instigate reactions, and ultimately, produce compelling results.

About Comwave

Comwave is Canada’s largest independent communications company and recipient of the 2012 and 2013 Consumers Choice Award. Comwave leads the Canadian industry for VoIP Home Phone Lines, Hosted PBX solutions for offices and long distance savings for landlines and mobile phones.  Lead by President and CEO, Yuval Barzakay, Comwave has become Canada’s leader in VoIP solutions. Comwave serves over 500 cities in Canada and over 1100 in the United States.

Media Contacts

Matt Orlando
President, tag idea revolution

416 277 6988

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