Digi Mobil - Belgravistan
Campaign: Belgravistan
Client: RCS-RDS
Brand: Digi Mobil
Submitted by: Papaya Advertising
Background/objectives:
Given the constant shrinking of the market and the tendency of existing users to hang on to their numbers for social reasons, it soon became apparent that switching ported customers was an important customer acquisition tool and, thus, a vehicle for increasing market share.
Objective:
Gain portability market share with minor investment, fighting with brands that have bigger brand awareness, bigger advertising budget. This, without heavy handset subsidizes attached in the offer.
Strategy:
Instead of trying to build a consumer profile/ character who would choose Digi Mobil, we portrayed the one who will never use Digi Mobil – even more, he will try to forbid Digi because, used only with very expensive prices, he feels that his way of life is in danger.
So we invented Belgravistan, a country where the population became extremely rich in the last years, and where Digi Mobil tried to launch its subscriptions, generating a huge wave of protests.
Results:
Three years in a row, Digi Mobil was the undisputed champion in terms of attracting clients from its competitors. The market share gained from total number of clients who switched to another network:
2014: 57.1%
2015: 48.3%
2016: 49.5%
All this having almost an insignificant media budget: 1.6% SOV in 2014, 2.35% SOV in 2015 and 3.9% SOV in 2016.
TV
2014 - Breaking News
2014 - Diva
2015 - Quattro G
2015 - The trial
2016 - Budapest
2016 - The Escape
Radio
2015 - The Carol
2016 - Conversation
OUTDOOR
2014 - Diva
2014 - The Retirees
2016 - Gold Friday
2016 - The Escape
