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Varoni Case Study || Lotus 4: Digital Marketing
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Varoni Case Study || Lotus 4: Digital Marketing

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Case study on varoni.lv by Maksims Kušnarevs from Digibrand in conference "Lotus 4: Digital marketing" organized by AIESEC Riga. December 4th 2009

Case study on varoni.lv by Maksims Kušnarevs from Digibrand in conference "Lotus 4: Digital marketing" organized by AIESEC Riga. December 4th 2009


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  • 1. Varoni.lv (Tele2) - digital case study
  • 2. To shift perception of Tele2 from discounter to the brand users are proud of... OBJECTIVE:
  • 3. “ It costs nothing to be a hero”! If You choose Tele2 You are actually a superhero... PROMISE:
  • 4. To establish superheroes concept in audience’s minds CHALLENGE:
  • 5.
      • Pre-teaser (2 weeks)
      • Teaser (2 weeks)
      • Reveal
    3 PHASES
  • 6. phase 1 pre-teaser
  • 7.
    • To create feeling that a lot of strange action is going in Riga...
    • To create buzz and question “What is going on?”
    PRE-TEASER TASKS
  • 8.
    • Mystification blog varoni.lv
    • Viral video / photo seeding
    • Twitter communication
    PRE-TEASER TOOLS
  • 9.
    • Twitter.com, sekoman.lv, kodari.lv – profiles
    • Draugiem.lv, one.lv, inbox.lv, orb.lv, spoki.lv, tribine.lv – profiles, blogs, galleries
    • nekur.lv, lasi.lv – RSS content
    • ss.lv, reklama.lv, zip.lv – private advertisements
    • YouTube.com, oho.lv, tv.delfi.lv, Diena.lv – video seeding
    SEEDING CHANNELS
  • 10.
      • SITUATION
      • (phyciscal event – real or not)
      • COMMUNICATION
      • (viral seeding, twitter)
      • EXPLANATION
      • (blog – articles, photos)
  • 11.  
  • 12.  
  • 13. phase 2 teaser
  • 14.
      • To introduce people with superhero concept
      • To establish a problem - “It is too expencive to be a hero”
    TEASER TASKS
  • 15.
      • IVR technology in varoni.lv
      • Traditional banners in portals
      • Natural buzz
      • + traditional media
      • + meteorite :)
    TEASER TOOLS
  • 16.  
  • 17.
      • 200 000 unique visitors
      • 34 000 success phone calls
      • About 15 blog articles in blogosphere
      • 4 clone web-pages
      • Huge buzz all over latvian web
      • ( 89 000 search rezults on keyword “varoni.lv” in google)
    RESULTS
  • 18.
      • Blogosphere opinion leaders discussions
      • 24/7 web monitoring
      • Huge noise – the hottest topic of the week
      • Audience polarisation – draugiem.lv (es mīlu meteorītu)
    METEORITE – Plan B
  • 19. phase 3 reveal
  • 20.
      • To give an answer who are the superheroes and what is superpower
      • To establish the slogan - “It cost nothing to be a hero”
      • To introduce people with new Tele2 brand concept.
    REVEAL TASKS
  • 21.
      • Tele2.lv new web-page
      • Non-traditional banners in portals
      • Varoni.lv natural visits
      • + traditional media
      • + product offers
    TEASER TOOLS
  • 22.  
  • 23.  
  • 24.  
  • 25.
      • Real results of sales, still UP COMMING

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