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Fido Uses New Branding and Strategy to Capture the Millennials

March 19, 2015 - Written By Cory McNutt

As wireless companies eager to grow their business in what is becoming a more saturated market, they are turning to rebranding as they try to capture the younger demographics.  The millennial market is where most of the buyers are going to come from and as the young people grow into young adults, they need to choose their wireless carrier, so Fido is strategically rebranding themselves.  Fido wants that “in-the-know” market that is “no bull,” “quick-witted,” and “hangout-able,” so they are using YOLO – You Only Live Once – as their naming scheme.

Rogers, who went through their own rebranding earlier this month, owns Fido and decided it was time for a logo change and refocusing of its message to attract the younger crowd.  “The New Fido” will begin its launch as early as April, with an expected full rollout done by the end of May.  Gone is the ‘dog house’ and replaced with a playful cartoon dog that wags its tail while wearing a classy jacket and a jeweled collar of sorts.  Gone too is the FidoDOLLARS – a loyalty program that allowed customers 4-percent of their bill back that could be applied to a new device.  Fido is allowing existing customers to keep their accumulated FidoDOLLARS, but once they are used or change plans, any balance will disappear. For new customers, there will be a new loyalty-based membership program, but will get away from cash incentives and lean more towards credits towards streaming – both music and video services – with the emphasis on Rogers’ Vice Media.

The Millennial Generation, also known as Generation Y, are those born in the early 1980’s to the early 2000’s.  They are some interesting facts about that age group.  For starters, according to the Council of Economic Advisers, millenials are the largest and most diverse generation in the US.  It goes without saying that they have been shaped by technology, and working millennials are staying with their early employers longer, while females are experiencing more equality than previous generations.  One of the reasons that companies, like Fido, are going after this group is that they are the first generation to have had access to the internet during their formative years and they love technology.  Time will tell if Fido’s plan is a success, but we will have more details as they let the dog out of his house.

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