RCS-RDS - Escape from Bastilieva

Information
Campaign: Escape from Bastilieva
Client: RCS-RDS
Brand: Digi Mobil
Submitted by: Papaya Advertising
Background/Objectives
Strategy
Results

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

Play Video

Margelatu

Play Video

The Escape

Play Video

RADIO

Conversation

OUTDOOR

All-inclusive offer

Freedom

The Escape

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