Aside from a sly statement on the WIND Mobile Website that notes "They chatter. We listen," we haven't heard so much as a peep from the wireless carrier about Rogers upcoming "discount" brand, called chatr. But today, WIND plans to say all it needs to say with street meat.

In typical WIND fashion, the company will resort to unconventional tactics, clearly geared at its target youth market, to get its point across. A booth will be set up at Yonge & Dundas Square in the heart of downtown Toronto, conveniently nearby the Rogers store, selling $1 hot dogs. What does this have to do with mobile phones and wireless plans? If you've seen one of WIND's arguably most popular TV commercials, you'll understand. It depicts a hot dog vendor advertising $1 hot dogs, but when customers get ready to pay, he advises that the price is $5.50. Upon seeing the customers' puzzled faces, he advises that there are extra fees for everything from the bun, to the napkin, condiments, and even his time. In the end, the frustrated salesmen states under his breath: "if I put the real price, I won't get any customers." It's a clear jab at the hidden fees that WIND accuses the existing wireless carriers of charging customers.

Both Chairman Anthony Lacavera and CEO Ken Campbell will be on hand at the event, which will take place this afternoon from 11:30 a.m. to 2 p.m. on the southwest corner of the intersection, just west of the H&M clothing store. And you can rest assured that the hot dogs will only cost a buck.
The idea to conduct a scheme like this versus making a verbal statement is completely out there. But as we've seen with recent campaigns like the iconic Old Spice social networking push, such methods can be successful; especially with the young crowd.

While WIND has been mum about chatr up until this point, other new Canadian carrier Mobilicity has been very vocal in its thoughts that in launching chatr, Rogers may very well be violating the Competition Act. It remains to be seen whether Mobilicity plans to pursue action on this matter.

Rogers finally confirmed details about chatr this morning, which will offer unlimited talk and text. It wouldn't be surprising to see the devices sold through Shoppers Drug Mart stores, seeing as Rogers finalized a partnership with the retailer earlier this year.

Anthony Lacavera, Chairman, WIND Mobile, enjoys a $1 hot dog during the company's event that served as its "response" to Rogers' chatr service.

Article Tags:  rogers, customers, chatr, wireless, plans, advises, price, seeing, mobilicity, matter, company, mobile, carrier, statement, point, store,