To differentiate itself from telcom providers among millennial consumers, Fido created a campaign that tapped into the insight that the average mobile phone user runs out of data on the 22nd of each month. On this day, their internet-dependant world is turned upside down as they stop listening to music apps and scrolling social platforms. It created a campaign that linked creative messaging to channels that the young target frequently uses. Fido orchestrated a tongue-in-cheek stunt, placing a guitarist on the streets of Vancouver, Toronto and Montreal to play music for those without data for Spotify. The brand made it easy for those who can’t use dating apps to find their soulmates, with napkins for phone numbers in bars. Fido also extended messaging online and on TV, with banner ads and lower thirds communicating consumers’ imperative “need” for data. The “22nd of the Month” executions led to a 225% increase in the brand’s website traffic during the campaign period.