The Challenge
Telmore have innovation as a core value and want to be the smart choice. Something they have previously proved by being Denmark’s first online-only telco and the first Danish telco to offer streaming packages. However, their marketing did not communicate innovation or being smart, but was generic with a dull design. A problem that was worsened by the fact that Telmore have lower ad spend than most competitors, which meant that ad recognition and ad efficiency numbers were low.
The Idea
We created a concept that was all about being smart and used design as the key ingredient. Telmore went from blending in to standing out. From black and white to pink on blue, blue on red, red on yellow, and yellow on green. They went from trying to be cool - to being themselves. Loud, confident and noticeable. All under the umbrella “Det er smart” (That’s smart). Telling everyone that being smart for the sake of it is useless – but offering customers the best service, having a great network, offering streaming content as part of the subscription, now that is what’s being smart is all about.
The Results
Ad recognition went from an all-time low to an all-time high. Advertising efficiency followed and Telmore Play sales numbers increased by 50%. Telmore now have a communication platform with a look that reflects their core value and shows a commitment to being the smart choice in telco.
