Shaw, a Telco in Western Canada, asked us to create a campaign to promote their TV package. The original client brief included a litany of RTBs about the package’s various features. After talking to a few people who used the service, we learned that the one thing that set them apart from their main competitor was the voice remote.

Why? The more incredible content we get access to, the more time we spend navigating through a dozen apps to find the right thing to watch. The voice remote solved all of that. You just needed to say what you wanted to watch, and it would instantly come up – no other button needed.

The insight shrunk down the brief from a dozen product features to a differentiating positioning. This work led to two years of campaigns before Shaw was acquired by another Canadian telecom, Rogers.