The Business Challenge
The novelty of the product and the peculiarities of the business model, involving different types of customers and consumer behaviors, different markets and competitive landscapes dominated by large international players, together with the limitations related to the marketing budget, specific to a start-up, make the launch mission a very difficult one for Benefito Mobile. In this context, we accepted the challenge of helping a new brand, which comes to change the “rules of the game” in two markets with formed consumer practices and habits - telecommunications and retail, to make itself visible, understood and gain the trust of the audience, without benefiting from marketing and business levers similar to those used by its main competitors.
Branding solution
The first step in the project was to understand who the Benefito Mobile consumer is and how the product responds to some of his needs or expectations in a way that can lead him to adopt a new consumption behavior. Thus, we were able to formulate the idea of the brand and create the platform for verbal and visual communication that supports it in a relevant, authentic, convincing way. We then developed the strategy and communication plan to make the brand known and help it stand out effectively in a very “noisy” market.
The idea of the brand
We conducted a workshop with the Benefito Mobile management team, in which we explored the profile of the consumer and related the benefits of the product to its pains and gains from the perspective of its dual role - mobile user and retail customer -, in order to define possible routes of brand positioning. Subsequently, we analyzed the information discovered in the process and from the perspective of potential consumers, whom we identified even among our team members, and thus formulated the idea of the Benefito Mobile brand to surprise by what it does differently. It was synthesized in the brand slogan “Surprisingly different”.
Communication platform
Starting from brand positioning, we have developed the Benefito Mobile communication platform using familiar verbal and visual language, with which the main audience resonates and that they can 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 narrower communication actions than those of the competition, using tone of voice and visual identity to highlight its uniqueness.
Strategy and launch campaign
Once the communication concept that will be the basis for the launch of the brand was defined, we worked with the Benefito Mobile team to establish the strategy and concrete action plan through which it will reach the target audience, in order to attract their attention and interest. We built and implemented the communication campaign exclusively in the digital area, in order to have maximum efficiency in terms of promotion efforts and marketing investment during the first months after launch. Read more about Benefito Mobile launch campaign.
