Otvarta
Mobile network branding and campaign
About the Otvarta brand and our mission
We were tasked by the Owner of SAT Film with creating a new mainstream mobile telephony brand with a strong Polish, national character. The brand’s competitors included Virgin Mobile, NJU and Premium Mobile. The brand’s main target group was to be people from smaller towns aged 25-29 with medium and low incomes.
Identity, creative concept and brand KeyVisual
When creating the brand identity and then its visual style, we prepared 3 creative concepts. Each of them had a different character and different brand signals but was based on the same brand identity.
The chosen name OTVARTA was to symbolize openness to all, egalitarianism and accessibility. In the visual style and colors of the brand, we intentionally wanted to refer to the style of Orlen as a brand strongly recognizable in Poland.
Creative translation of brand style into media
At the stage of preparing the OTVARTA brand project to present it to a wide audience, we designed a very large number of media and visual identification elements. Among others, we designed a full package of materials for the Subscriber (including SIM cards, envelopes, information leaflets), presentations for salespeople, and a wide variety of materials for digital exhibitions.
Marking of the network of Partner points
As part of the project, a concept was created to create a network of service points in Shopping Malls. We developed a stand design and OTVARTA display materials dedicated to these points.
Pilot campaign
After introducing the brand to the market, we designed media for a pilot campaign (it lasted about 1 month). The “test campaign” allowed us to test various communication channels and verify the indicator assumptions adopted at the planning stage (including the CPC and CTR levels for individual campaign activities).
Brand launch campaign
The actual brand launch campaign lasted 2.5 months and was expanded in relation to the pilot campaign to include activities in online agricultural media, cooperation with bloggers, a campaign on video portals and PR activities in lifestyle media. We were responsible for all creative aspects and preparation of media.
Campaign World Cup
A few months after the brand launch campaign, we prepared a communication concept related to Poland’s performance at the football championship and proposed one of the most outstanding Polish goalkeepers, Józef Młynarczyk, as the BrandFace of the brand. In the brand’s target groups, his character had a high level of recognition and trust.
In line with the brand’s slogan: “Closeness costs little”, we showed Mr. Józef in a relationship with his grandchildren – we recorded commercials and did a photo session.
Summary
During the first year, the brand gained a significant number of subscribers and achieved large reach, in particular:
435,000 UU users who visited the website www.otvarta.pl during the first 5 months of the campaign
340,000 user data in remarketing databases
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