Press release

You deserve more data. You deserve freedom: Will Arnett sends Canadians a message in new Freedom Mobile ad campaign

Freedom Mobile takes bold new approach to show Canadians it is possible to get more from their wireless provider

August 01, 2018

CALGARY, August 1, 2018 – Freedom Mobile today unveiled a bold new advertising campaign that highlights the expensive pain points that consumers often experience with their wireless service and shows Canadians that they can get more value through Freedom Mobile.

Launching in Ontario, Alberta and B.C. markets today, the new ad campaign is headlined by Emmy-nominated Canadian actor Will Arnett, who acts as the champion for the average wireless consumer in Canada. In the campaign, Mr. Arnett’s character is the unwavering voice of truth that seeks to expose unreasonable industry practices for data overages while demonstrating that Freedom Mobile is giving Canadians access to the data they need to manage their mobile lives.

“This campaign challenges the conventions of the Canadian wireless industry by taking aim at the practices that charge wireless users astronomical fees when they go over their data limits,” said Paul McAleese, President, Wireless, Shaw Communications. “Transparency means being open and honest with customers to provide a simpler, better and more affordable wireless experience. There are no surprise fees with Freedom Mobile — what you see is what you pay.”

Building on the brand’s momentum since introducing its data-rich Big Gig plans last year, Freedom Mobile is now targeting the problems consumers face when exceeding their data limits. Data overage fees in Canada have recently hit new levels, with prices now reaching as much as $100/GB at some carriers. According to the CRTC’s 2017 Communication Monitoring Report, the Canadian wireless industry charged consumers more than $1.2 billion in excess data fees in 2016, with certain carriers doubling their overage rates in the time since then.

Freedom Mobile recently announced a new line-up of entry-level price plans in July, following the launch of its popular Big Gig plans late last year. Freedom Mobile’s Big Gig plans includes 10 gigabytes of data for just $50 a month with Digital Discount, which allows subscribers to receive a monthly $5 discount when they opt for Auto Pay and My Account registration. Unlimited Talk and Text is available for an additional $10. More information on Freedom Mobile’s plans can be found at FreedomMobile.ca/backtoschool.

Developed by Toronto-based Rain 43 — Freedom Mobile’s advertising agency of record — the campaign launches just in time for the back-to-school promotional season and includes a mix of traditional radio, television and outdoor, along with digital video and banners and social advertising.

Freedom Mobile Inc. is an indirect wholly owned subsidiary of Shaw Communications.

MEDIA LINKS

Video content related to Freedom Mobile’s new ad campaign can be found at https://frdm.mobi/2mY5z3X.

Hi-res images can be found at:


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About Shaw
Shaw Communications Inc. is a leading Canadian connectivity company. The Wireline division consists of Consumer and Business services. Consumer serves residential customers with broadband Internet, Shaw Go WiFi, video and digital phone. Business provides business customers with Internet, data, WiFi, digital phone and video services. The Wireless division provides wireless voice and LTE-Advanced data services through an expanding and improving mobile wireless network infrastructure.

Shaw is traded on the Toronto and New York stock exchanges and is included in the S&P/TSX 60 Index (Symbol: TSX - SJR.B, SJR.PR.A, SJR.PR.B, NYSE – SJR, and TSXV – SJR.A). For more information, please visit www.shaw.ca

Media Contact

For media inquiries, please contact:
Shaw Communications Inc.
Chethan Lakshman, VP, External Affairs
(403) 930-8448
chethan.lakshman@sjrb.ca

 

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