Proud Supporter of Canadian Business.

#StandWithOwners

Behaviour has been TELUS Masterbrand’s XM agency of record since 2013 and TELUS Business’ lead creative agency since 2016.

In 2019, we guided a full relaunch of the TELUS Business brand. At the time, the Canadian telco category was impersonal, cluttered and confusing. We believed small business owners deserved better. In the relaunch, TELUS Business committed to doing the hard work to make things easier and better for owners. It was a commitment to being the small business champion.

INSIGHT
When the pandemic and lockdowns struck in early 2020, this commitment became the brand’s North Star for action. The everyday routines of Canadians had been upended as people sheltered in their homes. Businesses were at risk of being forgotten and lost forever.

IDEA
For TELUS Business, giving direct support to as many small business owners as possible became the mission. We got to work fast, forged a rallying campaign idea, #StandWithOwners, and invited Canadians to join us in standing with their favourite small business owners.

For TELUS Business, giving direct support to as many small business owners as possible became the mission. We got to work fast, forged a rallying campaign idea, #StandWithOwners, and invited Canadians to join us in standing with their favourite small business owners.

The program had an immediate effect on sales for thousands of small businesses. This first year, we gave away 20,000 $25 gift cards to the small businesses that Canadians made mention of in social media channels. And we leveraged TELUS’ scale and media reach to do as much good as we could.

The next year, with the pandemic still threatening small businesses, TELUS Business doubled its support.

From 2022 to today, post-pandemic, the campaign continues in its mission to be a proud supporter of Canadian business. The shape of the campaign has evolved to become a nationwide search for Canada’s most innovative, game-changing businesses. The brand has rewarded dozens of companies with millions of dollars in grants and technology.