For the launching of its new very high speed Internet service for the Quebec SME market, TELUS mandated Youville to create the new visual identity of the product.
The creative strategy focused on the benefits of the new service: its speed, its reliability and the cost savings generated by its use. To illustrate these advantages, the theme of aviation was used with the line: «Pass to business class Internet». The qualities attributed by consumers to air transport services are transferred to the very high speed Internet service. The airplane is effectively the fastest mean of transportation but also the most reliable. In addition, business class suggests a very high quality service, illustrating the quality of TELUS service. Also, by describing the package prices with the line «Business class for an economy price», the analogy continues while emphasising the financial benefits of subscribing to the new service.