Tele2 Design & Branding SUPERCOMBO, 2 by Mooz! Riga

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Industry Telecommunications Services
Media Design & Branding
Market Latvia
Agency Mooz! Riga
Creative Director Eriks Stendzenieks
Art Director Peteris Lidaka
Released September 2010

Credits & Description

Category: Self Promotion
Advertiser: TELE 2
Agency: MOOZ!
Date of First Appearance: Sep 14 2010
Entrant Company: MOOZ!, Riga, LATVIA
Creative Director: Eriks Stendzenieks (MOOZ!)
Art Director: Peteris Lidaka (MOOZ!)
Project Manager: Didzis Paeglis (MOOZ!)
Copy Writer: Edgars Subrovskis
Media placement: Character - TV, Print, Outdoors, Web - September 2010
Describe the brief from the client
To communicate in a human way a complicated digital product offer - three in one: €0 for SMS; €0 for calls; 1 MB for the lowest price - for the biggest prepaid brand zz (zelta zivtina) in Latvia.
Describe the challenges and key objectives
The telecommunications market is cluttered with various offers communicated in identical or similar ways, and it is difficult for a customer to understand and recognise them.
Describe how you arrived at the final design
We handcrafted from wood and steel a charming character with an extraordinary voice.
The product price offer (0:0:1) was implemented into the character’s design. We named it superkombo.
The digital world became his home and reality.
Give some indication of how successful the outcome was in the market
Supercombo became extremely popular. Hundreds of tweets, blogs, t-shirts, articles, even tattoos have been dedicated to supercombo itself, who replaced lapdog and was taken to public events, fashion shows, TV shows and press conferences, and was widely reflected on in the media. Supercombo stands out among other alike competitor offers. Supercombo not only raised the number of clients by 9% by the end of the campaign, but also rocketed zelta zivtina to the first position among pre-paid telecom brands in latvia. Children came to zz salespoints to ask if it is possible to buy superkombo as a toy. Product awareness grew from 0% to 96%, value-for-money grew by 10%, nps grew by 9%, number of customers considering to switch to zz grew by 10%.