Before being acquired by Rogers in November 2004, Fido was originally launched by Montreal-based Microcell, back in November of 1996.
At the time, Fido was one of the first to bring GSM technology to Canada. Rogers later acquired Fido and its 1.2 million customers for $1.4 billion.
This year marks the 25th birthday of Fido. To celebrate the milestone, Fido has a new ‘At Your Side’ campaign starting today with agency partner, Theo. Check out one of the first ads below:
“I’d like to extend an enormous thank you to all of our customers who have trusted Fido to serve them over the past 25 years and our amazing team who is dedicated to putting them first,” said Shailendra Gujarati, Vice-President & General Manager, Fido, in a statement to iPhone in Canada. “We’re focused on providing our customers a simple and affordable experience, on a great network, and we’re thrilled to continue this incredible journey ‘at your side’ for many years to come.”
Fido is also partnering with CBC and Radio-Canada Media Solutions as part of its regional brand campaign to launch a new web series on ICI Tou.tv, for Quebec.