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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

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Varoni Case Study || Lotus 4: Digital Marketing

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

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