Shift Networks Takes Some Shots at Telus

I drove past a downtown billboard today, and it said something like:
Telus is just growing, while we’re growing up. Startthebreakup.com.

The campaign is by Shift Networks, who claim to be “the leading provider of Voice over IP (VoIP) phone services to the Canadian small and medium business market.” If you visit the aforementioned URL, you’ll see some little videos (I like the way they start when you mouse over them, but I’m not sure that’s intuitive) aimed squarely at Telus.

Is this a good strategy? Probably. I can’t imagine that Shift has much to lose, and Telus is one of the more hated corporations in the province. On the other hand, demonizing a demon is a pretty obvious marketing strategy.