[Case Study] Brandfusion – Benefito Mobile, launch of a “Surprisingly different” telecommunications brand

CONTEXT

Benefito Mobile is a new virtual mobile operator (MVNO), “born” in Romania, which aims to bring to market an innovative model of association between mobile telephony and retail. Specifically, it wants to launch a prepaid SIM card that can be recharged by turning the loyalty and cashback bonuses earned on purchases of products and services from its network of partners into credit.

Among the first companies to join Benefito Mobile in this endeavor and are part of its partner ecosystem are Banca Transilvania, BCR, cashback and online shopping platforms myWorld and Bonusway, as well as employee benefit programs offered by Edenred, Up Romania and Benefit, and other collaborations in the brick-and-mortar retail area will be announced.

THE NEED

Benefito Mobile aims to attract the segment of prepaid card users with moderate or occasional consumption of voice and SMS calls and lower than average internet traffic, whose needs are not addressed by the options available on the market. Benefito Mobile offers them the possibility to pay a fair price, in lei, for what they actually consume, with lower credit recharge values ​​and longer validity terms than the ones they currently benefit from. In addition, they have the chance to get extra credit from their shopping bonuses. In this way, Benefito Mobile also wants to increase the attractiveness and value of retailers’ loyalty programs and help them differentiate themselves in the eyes of their customers.

LETTER

Initially, we were invited by Benefito Mobile to develop the communication concept for its launch and, as the process progressed, we continued with the design of the website, the definition of the communication strategy and plan, the creation of all communication materials, and the editorial calendar for the first 4 months of social media presence. Therefore, the project included both a component of branding as well as a communication one.

CHALLENGE

Product novelty and features business modelinvolving different types of customers and consumer behaviors, different markets and competitive landscapes dominated by large international players, which are in the top of investments in advertising, as well as the limitations related to the marketing budget specific to a start-up, made the mission launch to be a very difficult one for Benefito Mobile.

In this challenging context, the brand had to make itself visible, understood, and convince the target audience that it deserves to change its habits and preferences related to the consumption of telecommunications and shopping.

STRATEGY / STRATEGIC APPROACH

The first step in the project was to understand who the Benefito Mobile target is. I conducted a workshop with the Benefito Mobile management team, in which I explored the consumer profile and related the benefits of the product to its pain and gains from the perspective of its dual role – mobile user and retail customer – to define possible positioning routes. of the brand. Subsequently, the information discovered in the process was validated through discussions with several potential consumers and, thus, we formulated the idea of ​​the Benefito Mobile brand to surprise with what makes it different. It was summed up in the brand slogan “Surprisingly different”.

THE SOLUTION

Starting from the brand positioning, we developed the Benefito Mobile communication platform using an authentic, familiar verbal and visual language, with which the main audience could resonate and which they could easily understand. At the same time, we wanted the brand to have the power to stand out and become memorable, even in the context of significantly more restricted communication actions than the competition, using the tone of voice and visual identity created in the process to highlight its uniqueness.

Subsequently, we analyzed the promotion actions in the brand’s reference category and tried to find the most effective ways in which we can convey the messages to the target audience in a clear, relevant, but also effective way. In these conditions, our attention and efforts have been directed 100% towards the digital environment.

We started with the design of the website, because, although Benefito Mobile is, in essence, a prepaid telecommunications card, its mode of operation is dependent on its presence in the digital environment. Therefore, the website is the main point of contact with the audience and the first place they reach after they have interacted with the campaign messages. We created the website design based on a content structure and a wireframe given by the web development team Benefito Mobile, our goal being to offer visitors a modern and friendly interface that highlights the arguments and personality of the brand.

To establish the mix of channels and communication actions, we defined consumer journey and communication objectives for each stage. In this way, we were able to choose the optimal points of contact with consumers, taking into account their presence and behavior in the digital environment and the potential to reach them effectively.

The mainstay of the launch campaign was social media, for which we developed the editorial calendar for the first months of communication. At the same time, we benefited from the support of the partners from the Benefito Mobile network, having the possibility to capitalize on their digital channels to promote the launch.

IMPACT

Our involvement in the project materialized in establishing the brand positioning, by discovering the central need of the consumer and connecting it with the value promise of the brand, as summarized in the slogan. This has led to the creation of a brand identity that helps it stand out and be relevant to its audience, both verbally and visually.

Also development Benefito Mobile launch campaignfrom the creative concept to the communication plan and the actual executions, managed to make the brand visible efficiently, with limited marketing efforts, triggering sales.

TEAM:

Fire fusion: Mona Ursu (CEO; Brand Strategy & Copywriting), Ruxandra Trică (Senior Brand Consultant; Brand Strategy & Copywriting), Ștefan Ferencz (Brand Design Director; Visual Identity & Creative platform), Andrei Dobre (Online Brand Manager; Digital communication), Oana Cake (Senior Brand Designer), Elena Dumitru (Junior Designer)


Source: IQads by www.iqads.ro.

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