Shaw, a Telco in Western Canada has one major competitor, Telus. Shaw didn’t have Fibre internet and Telus did. And you better believe they invested a media budget worth a small nation’s GDP to make sure every single person in Western Canada knew that.

So how did we compete? By focusing on where Shaw could win: their hardware.

The modem that came with Shaw internet was significantly better than the one that came with Telus internet. It turns out that in a lot of cases, modem affects speed more than Fibre.

To pull the focus away from Fibre, we went out to prove that the old, dusty modem was the weakest link when it came to Canadians’ internet experience, and Shaw had the fix.