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BRAND CAMPAIGN STRATEGY V.4
3 JUL 2013
BRAND COMMUNICATION STRATEGY
CREATIVE DEMONSTRATION
ROLL-OUT PLAN
OUR STARTING POINT
HAS ACCEPTABLE MONTHLY FEES
OFFERS VALUE FOR MONEY
HAS THE PLAN THAT SUITS ME
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HIGH MONTHLY SPENDERREASONS FOR SUBSCRIBING (2011-2012)
IS IT CLEARWHY SOMEONE SHOUD PAY MOREWITH US?
THIS IS NOT AN ADVERTISING ISSUE BUT A BUSINESS ISSUE
“GOLDEN CIRCLE”
Your cause or belief: driving motivation for actions
WHY = THE PURPOSE
Proof: tangible ways in which one brings Why to lifeWHAT = THE RESULT
HOW = THE PROCESSGuiding principles: specific actions taken to realise the Why
Everything we do, we believe in challenging the status quo. We believe in thinking different.
WHY
We just happen to make great computers.WHAT
HOWThe way we challenge the status quo is by making our
products beautifully designed, simple to use and user friendly.
PEOPLE DON’T BUY WHAT YOU DO; THEY BUY WHY YOU DO IT
SELL TO THE PEOPLE WHO
BELIEVE WHAT YOU BELIEVE
WHY
HOW
WHAT
We believe in making each day better than the last by challenging the status quo and doing things differently.
All of our service propositions, their benefits, and above all, their value to our customers
By providing high performance services that are exceptionally designed and meticulously executed for
outstanding customer experience.
THE AGE OF THE NEVER SATISFIED CUSTOMER
HOW TO STAND OUT IN THE
OVERCROWDED MARKET?
INSPIRING BRANDSDRIVECOMPETITION.
TELL A STORY MATCHING THE WORLDVIEW OF THE DISSATISFIED CUSTOMERS
WHAT’S REALLY BEHIND THE THINGS WE DO?
By far the most powerful network
Tirelessly following up complaints
Our call centers have the quickest
response time
“Call Guard” service blocks over 1M nuisance
calls every month.
OUR DISCONTENTOUR OBSESSION
WE BELIEVE IN MAKING EACH DAY BETTER THAN THE LAST BY
CHALLENGING THE STATUS QUO AND NEVER BEING SATISFIED.
DEMANDMORE
• MUST EXUDE OUR WHY• COULD SUGGEST WHY WE’RE DIFFERENT• SHOULD BE A RALLYING CRY• FOR BOTH OUR CUSTOMERS AND OUR PEOPLE
HERE’S TO DISAPPOINTMENTAn extreme look at people’s dissatisfaction. A child’s face as they receive an unwelcome present. A man uninspired by the contents of his fridge.The boss unimpressed with a business proposal. Someone asleep at the movies. The crowd booing their team’s performance. And a cat turning his nose up at his food.Finally we see a young woman on a bus with her iPad, her expression doesn’t change.
The more you expect from us, the better we become.
SmarToneDemand More
TV SCRIPT #1
A HEALTHY APPETITETV SCRIPT #2
There’ no harm in being demanding. In fact it’s a good thing.
From the moment we’re born we want more...
Baby breastfeeding - More lunch
Father playing airplane with toddler - More Dad
Kid throwing tantrum in toy store - More toys
Adding friends on fb, partying hard, dating, traveling,
shopping - More, more, more...
Having a passion for something new is what keeps us young.The moment you stop wanting more out of life is when you should start worrying.
SmarTone.Demand More
A pan along a series of lab mice in perspex cells. Each mouse in each identical cell is doing the same, boring menial tasks.
Other networks think that by giving you a few basics and telling you they’re great, you’ll be happy.
One cell is different. All it has is a small door, the mouse pushes it and runs into an open space with grass and plants he sniff around.
We’re not like other networks.
We think that by treating you as a human being, giving you freedom and even offering things you wouldn’t expect, you can be amazing.
Tracking along we see more mice, playing in the grass, some are using exercise machines, sitting down to dinner, riding bicycles and even paragliding.
SmarToneDemand More
TV SCRIPT #3
ESCAPE THE CAGE
DESIGNING THE NEW MESSAGING ARCHITECTURE
EMOTIONALLY; RATIONALLYPEOPLE BUY
THEY JUSTIFY THEIR DECISIONS
ZSMTVHC20606AGG_360x231mmW_SCMP_EN_11_ol.ai 1 29/11/2012 5:33 PMZSMTVHC20606AGG_360x231mmW_SCMP_EN_11_ol.ai 1 29/11/2012 5:33 PM
BURYING INNOVATIONSIN THE PRODUCT ADS
SAME IDEA, DIFFERENT STORIES
“I UPGRADED TO IPHONE 4S FOR SIRI”
(ANONYMOUS CUSTOMER)
AWARENESS
CONSIDERATION
CONVERSION
ADVOCACY
LOYALTY
SELL OUR BRAND FIRST
PHONE ADS ARE JUST AN EXCUSE FOR CUSTOMERS TO MAKE A DECISION.
NEW FEATURE THAT IS WEAVED INTO A BIGGER STORY
DEMAND MOREBRAND MESSAGE:
NETWORK CUSTOMER CARE SERVICE
HANDSETS
PURE BRAND
DEMAND MORE
MASS MEDIA LAUNCH
HOW ABOUT UNLIMITED CAPACITY?
SUSTAINING OUTDOOR, DIGITAL, PR + SOCIAL
THE PILLARS & DEMAND MORE
PRINT & DIGITAL
I’M BETTER WITH SMARTONE
HANDSET LAUNCH& DEMAND MORE
ADVERTISINGSTOR
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CUSTOMERS EVALUATE OUR BRAND IN EVERY TOUCH POINT
1. START WITH WHY2. CLEAR JUSTIFICATION 3. SIMPLE LANGUAGE & IMAGERY
GUIDING PRINCIPLES
THANK YOU