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Branding and campaign for a mobile phone network
Image objective – to build a unique brand concept (strongly associated with all things Polish, modern and trustworthy).
Quantitative objective – to execute a specific number of contacts (sent requests for quotation, telephone contacts, talk orders, e-store transactions).
During the preparatory stage, we created a completely new branding – new name, graphical sign, SIM card packaging, materials for partner points. At the same time, we implemented an eCommerce platform integrated with the ERP system of the Operator and started a Facebook profile for the brand. We performed a study with potential brand users while designing the KV.
The pilotage campaign lasted 1 month and enabled verification of index assumptions made during the planning stage (i.e. CPC and CTR levels for individual activities within the campaign). We focused our actions on Google and FB during this stage.
The brand launch lasted 2.5 months and was expanded compared to the pilot campaign with activities in online agricultural media, cooperation with bloggers, video portal campaign and PR activities in lifestyle media.
The Mundial campaign was extremely intensive. We used video exposure in CDA.pl and in TVP VOD during the campaign. We also had a very intensive presence in specialised media.
435.000 UU of users visiting the www.otvarta.pl website during the first 5 months of the campaign.
340.000 user data in re-marketing databases.