RCS-RDS - Escape from Bastilieva
Client: RCS-RDS
Brand: Digi Mobil
Submitted by: Papaya Advertising
Background/objectives:
In 2015 the number of the mobile internet data users was 18.7 Mil, out of which 78% were broadband connections. The need for offering large quantities of mobile data was obvious – but the increased “need for speed” customers had was something that could determine them to choose one operator or another.
Objectives:
Remain the leader in portability
Reach 1,000,000 portability clients by the end of 2016
Strategy:
We built on a well-known successful copy platform (Belgravistan) showing tongue-in-cheek “nouveau riches” downplaying the Digi Mobil offer for its low price. We continued with the Belgravistan series, now with a new objective: Escape from Bastilieva, dramatizing the consumers’ quest for the freedom of using an unbelievable amount of mobile data.
Results:
2016 was Digi Mobil's third year of operations on the Romanian wireless market. During this span, the share of voice of the brand has steadily risen from 1.6% in 2014, to 2.35% in 2015 topping 3.9 % in 2016 (the latter figure owing to diminished competitive spend during that year). That expenditure, albeit low compared to the established players - Orange, Vodafone and Telekom -, generated brisk business for the brand. Digi Mobile captured 49.5% of all customers who switched operators. The rest of the field divided the balance.
TV
Budapest
Margelatu
The Escape
RADIO
Conversation
OUTDOOR
All-inclusive offer
Freedom
The Escape
