Telmore has innovation as a core value and wants to be the smart choice. Something Telmore have proved by being Denmark’s first online only telco and the first Danish telco to offer streaming packages. However, Telmore’s marketing did not communicate innovation and being smart, but was rather generic with a dull design. A problem that was made worse by the fact that Telmore has lower ad spend than most competitors and thus ad recognition and ad efficiency numbers were low.
We landed on a concept that was all about communicating being smart and using design as the key ingredient. Telmore went from blending in to standing out. From black and white to pink on blue, blue on red, red on yellow, and yellow on green. They went from trying to be cool to being themselves. Being loud, confident and noticeable. All under the umbrella “Det er smart” (That’s smart). Telling everyone that being smart for the sake of it is useless – but offering customers the best service, having a great network, offering streaming content as part of the subscription, now that is what’s being smart is all about.
Ad recognition went from an all-time low to a long-time high. Advertising efficiency followed and Telmore Play sales numbers increased by 50%. Telmore now has a communication platform with a look that reflects their core value and shows a commitment to being the smart choice in telco.
