BRANDCAMPAIGNSTRATEGYV.4
3 JUL 2013
BRAND COMMUNICATION
STRATEGY
CREATIVE DEMONSTRATION
ROLL-OUT PLAN
OURSTARTINGPOINT
HASACCEPTABLE
MONTHLYFEES
OFFERSVALUE
FORMONEY
HASTHEPLAN
THATSUITSME
23
0
14
29
14
24
24
0
12
29
3
29
20
0
20
HIGHMONTHLY...
ISITCLEAR
WHYSOMEONE
SHOUDPAYMORE
WITHUS?
THISISNOTAN
ADVERTISING
ISSUEBUTA
BUSINESSISSUE
“GOLDENCIRCLE”
http://youtu.be/2Xwey906e44
Your cause or belief:
driving motivation for actions
WHY=THEPURPOSE
Proof: tangible ways in which one brings Why to life
W...
Everything we do, we believe in challenging the status quo.
We believe in thinking different.
WHY
We just happen to make g...
PEOPLE
DON’TBUY
WHATYOU
DO;THEY
BUYWHY
YOUDOIT
SELLTOTHE
PEOPLEWHO
BELIEVEWHAT
YOUBELIEVE
WHY
HOW
WHAT
We believe in making each day better than the last by
challenging the status quo and doing things differently...
http://youtu.be/8XOr6RVjdFc
THEAGEOFTHENEVER
SATISFIEDCUSTOMER
HOWTO
STANDOUTINTHE
OVERCROWDED
MARKET?
INSPIRING
BRANDS
DRIVE
COMPETITION.
TELLASTORY
MATCHINGTHE
WORLDVIEWOF
THEDISSATISFIED
CUSTOMERS
http://youtu.be/FfojHsP0L1I
http://youtu.be/46McvBduTuY
WHAT’SREALLYBEHIND
THETHINGSWEDO?
By far the most
powerful network
Tirelessly
following up
complaints
Our call centers
hav...
OURDISCONTENT
OUROBSESSION
WEBELIEVEINMAKINGEACHDAY
BETTERTHANTHELASTBY
CHALLENGINGTHESTATUSQUO
ANDNEVERBEINGSATISFIED.
DEMAND
MORE
• MUSTEXUDEOURWHY
• COULDSUGGESTWHYWE’REDIFFERENT
• SHOULDBEARALLYINGCRY
• FORBOTHOURCUSTOMERSANDOURPEOPLE
http://youtu.be/ck5Q7iLcTbE
http://youtu.be/VwRCBHhyrAA
HERE’STO
DISAPPOINTMENT
An extreme look at people’s dissatisfaction.
A child’s face as they receive an unwelcome present.
...
http://youtu.be/ONXpaBQnBvE
http://youtu.be/t-Lc9Mhi9l0
AHEALTHYAPPETITE
TV SCRIPT #2
There’ no harm in being demanding. In fact it’s a good thing.
From the moment we’re born we ...
http://youtu.be/bjmfaZyNvDg
http://youtu.be/8H_C_HG-W0s
A pan along a series of lab mice in perspex cells. Each
mouse in each identical cell is doing the same, boring
menial task...
DESIGNINGTHE
NEWMESSAGING
ARCHITECTURE
EMOTIONALLY;
RATIONALLY
PEOPLEBUY
THEYJUSTIFYTHEIRDECISIONS
ZSMTVHC20606AGG_360x231mmW_SCMP_EN_11_ol.ai 1 29/11/2012 5:33 PMZSMTVHC20606AGG_360x231mmW_SCMP_EN_11_ol.ai 1 29/11/2012 5...
BURYINGINNOVATIONS
INTHEPRODUCTADS
SAMEIDEA,
DIFFERENT
STORIES
“IUPGRADEDTO
IPHONE4SFORSIRI”(ANONYMOUS CUSTOMER)
AWARENESS
CONSIDERATION
CONVERSION
ADVOCACY
LOYALTY
SELLOUR
BRANDFIRST
PHONEADSAREJUSTANEXCUSEFOR
CUSTOMERSTOMAKEADECISION.
NEWFEATURE
THATISWEAVEDINTO
ABIGGERSTORY
http://youtu.be/VpZmIiIXuZ0
DEMANDMORE
BRAND MESSAGE:
NETWORK CUSTOMER
CARE SERVICE
HANDSETS
PUREBRAND
DEMAND
MORE
MASSMEDIALAUNCH
HOWABOUT
UNLIMITED
CAPACITY?
SUSTAININGOUTDOOR, DIGITAL,PR+SOCIAL
THEPILLARS&
DEMANDMORE
PRINT&DIGITAL
I’MBETTERWITH
SMARTONE
HANDSETLAUNCH
&DEMANDMORE
ADVERTISING
STORE
PACKAGING
WELCOMEPACK
MOBILE
INTERNET
BILLING
EVENT
SIMCARD
CUSTOMERSEVALUATEOUR
BRANDINEVERYTOUCHPOINT
1.STARTWITHWHY
2.CLEARJUSTIFICATION
3.SIMPLELANGUAGE&IMAGERY
GUIDINGPRINCIPLES
THANKYOU
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
SUMATONG
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SUMATONG

  1. 1. BRANDCAMPAIGNSTRATEGYV.4 3 JUL 2013
  2. 2. BRAND COMMUNICATION STRATEGY CREATIVE DEMONSTRATION ROLL-OUT PLAN
  3. 3. OURSTARTINGPOINT
  4. 4. HASACCEPTABLE MONTHLYFEES OFFERSVALUE FORMONEY HASTHEPLAN THATSUITSME 23 0 14 29 14 24 24 0 12 29 3 29 20 0 20 HIGHMONTHLYSPENDER REASONS FOR SUBSCRIBING (2011-2012)
  5. 5. ISITCLEAR WHYSOMEONE SHOUDPAYMORE WITHUS?
  6. 6. THISISNOTAN ADVERTISING ISSUEBUTA BUSINESSISSUE
  7. 7. “GOLDENCIRCLE”
  8. 8. http://youtu.be/2Xwey906e44
  9. 9. Your cause or belief: driving motivation for actions WHY=THEPURPOSE Proof: tangible ways in which one brings Why to life WHAT=THERESULT HOW=THEPROCESS Guiding principles: specific actions taken to realise the Why
  10. 10. Everything we do, we believe in challenging the status quo. We believe in thinking different. WHY We just happen to make great computers. WHAT HOW The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly.
  11. 11. PEOPLE DON’TBUY WHATYOU DO;THEY BUYWHY YOUDOIT
  12. 12. SELLTOTHE PEOPLEWHO BELIEVEWHAT YOUBELIEVE
  13. 13. WHY HOW WHAT We believe in making each day better than the last by challenging the status quo and doing things differently. All of our service propositions, their benefits, and above all, their value to our customers By providing high performance services that are exceptionally designed and meticulously executed for outstanding customer experience.
  14. 14. http://youtu.be/8XOr6RVjdFc
  15. 15. THEAGEOFTHENEVER SATISFIEDCUSTOMER
  16. 16. HOWTO STANDOUTINTHE OVERCROWDED MARKET?
  17. 17. INSPIRING BRANDS DRIVE COMPETITION.
  18. 18. TELLASTORY MATCHINGTHE WORLDVIEWOF THEDISSATISFIED CUSTOMERS
  19. 19. http://youtu.be/FfojHsP0L1I
  20. 20. http://youtu.be/46McvBduTuY
  21. 21. WHAT’SREALLYBEHIND THETHINGSWEDO? By far the most powerful network Tirelessly following up complaints Our call centers have the quickest response time “Call Guard” service blocks over 1M nuisance calls every month.
  22. 22. OURDISCONTENT OUROBSESSION
  23. 23. WEBELIEVEINMAKINGEACHDAY BETTERTHANTHELASTBY CHALLENGINGTHESTATUSQUO ANDNEVERBEINGSATISFIED.
  24. 24. DEMAND MORE • MUSTEXUDEOURWHY • COULDSUGGESTWHYWE’REDIFFERENT • SHOULDBEARALLYINGCRY • FORBOTHOURCUSTOMERSANDOURPEOPLE
  25. 25. http://youtu.be/ck5Q7iLcTbE
  26. 26. http://youtu.be/VwRCBHhyrAA
  27. 27. HERE’STO DISAPPOINTMENT An extreme look at people’s dissatisfaction. A child’s face as they receive an unwelcome present. A man uninspired by the contents of his fridge. The boss unimpressed with a business proposal. Someone asleep at the movies. The crowd booing their team’s performance. And a cat turning his nose up at his food. Finally we see a young woman on a bus with her iPad, her expression doesn’t change. The more you expect from us, the better we become. SmarTone Demand More TV SCRIPT #1
  28. 28. http://youtu.be/ONXpaBQnBvE
  29. 29. http://youtu.be/t-Lc9Mhi9l0
  30. 30. AHEALTHYAPPETITE TV SCRIPT #2 There’ no harm in being demanding. In fact it’s a good thing. From the moment we’re born we want more... Baby breastfeeding - More lunch Father playing airplane with toddler - More Dad Kid throwing tantrum in toy store - More toys Adding friends on fb, partying hard, dating, traveling, shopping - More, more, more... Having a passion for something new is what keeps us young. The moment you stop wanting more out of life is when you should start worrying. SmarTone. Demand More
  31. 31. http://youtu.be/bjmfaZyNvDg
  32. 32. http://youtu.be/8H_C_HG-W0s
  33. 33. A pan along a series of lab mice in perspex cells. Each mouse in each identical cell is doing the same, boring menial tasks. Other networks think that by giving you a few basics and telling you they’re great, you’ll be happy. One cell is different. All it has is a small door, the mouse pushes it and runs into an open space with grass and plants he sniff around. We’re not like other networks. We think that by treating you as a human being, giving you freedom and even offering things you wouldn’t expect, you can be amazing. Tracking along we see more mice, playing in the grass, some are using exercise machines, sitting down to dinner, riding bicycles and even paragliding. SmarTone Demand More TV SCRIPT #3 ESCAPETHECAGE
  34. 34. DESIGNINGTHE NEWMESSAGING ARCHITECTURE
  35. 35. EMOTIONALLY; RATIONALLY PEOPLEBUY THEYJUSTIFYTHEIRDECISIONS
  36. 36. ZSMTVHC20606AGG_360x231mmW_SCMP_EN_11_ol.ai 1 29/11/2012 5:33 PMZSMTVHC20606AGG_360x231mmW_SCMP_EN_11_ol.ai 1 29/11/2012 5:33 PM
  37. 37. BURYINGINNOVATIONS INTHEPRODUCTADS
  38. 38. SAMEIDEA, DIFFERENT STORIES
  39. 39. “IUPGRADEDTO IPHONE4SFORSIRI”(ANONYMOUS CUSTOMER)
  40. 40. AWARENESS CONSIDERATION CONVERSION ADVOCACY LOYALTY SELLOUR BRANDFIRST
  41. 41. PHONEADSAREJUSTANEXCUSEFOR CUSTOMERSTOMAKEADECISION.
  42. 42. NEWFEATURE THATISWEAVEDINTO ABIGGERSTORY
  43. 43. http://youtu.be/VpZmIiIXuZ0
  44. 44. DEMANDMORE BRAND MESSAGE: NETWORK CUSTOMER CARE SERVICE HANDSETS
  45. 45. PUREBRAND DEMAND MORE MASSMEDIALAUNCH
  46. 46. HOWABOUT UNLIMITED CAPACITY? SUSTAININGOUTDOOR, DIGITAL,PR+SOCIAL THEPILLARS& DEMANDMORE
  47. 47. PRINT&DIGITAL I’MBETTERWITH SMARTONE HANDSETLAUNCH &DEMANDMORE
  48. 48. ADVERTISING STORE PACKAGING WELCOMEPACK MOBILE INTERNET BILLING EVENT SIMCARD CUSTOMERSEVALUATEOUR BRANDINEVERYTOUCHPOINT
  49. 49. 1.STARTWITHWHY 2.CLEARJUSTIFICATION 3.SIMPLELANGUAGE&IMAGERY GUIDINGPRINCIPLES
  50. 50. THANKYOU

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