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Varoni Case Study || Lotus 4: Digital Marketing

AIESEC - Lotus project
AIESEC - Lotus project

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

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Varoni.lv (Tele2) - digital case study
To shift perception of Tele2 from discounter to the brand users are proud of... OBJECTIVE:
It costs nothing to be a hero! If You choose Tele2 You are actually a superhero... PROMISE:
To establish superheroes concept in audiences minds CHALLENGE:
Pre-teaser (2 weeks) Teaser (2 weeks) Reveal 3 PHASES
phase 1 pre-teaser
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
Mystification blog varoni.lv Viral video / photo seeding Twitter communication PRE-TEASER TOOLS
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
SITUATION (phyciscal event real or not) COMMUNICATION (viral seeding, twitter) EXPLANATION (blog articles, photos)
油
油
phase 2 teaser
To introduce people with superhero concept To establish a problem - It is too expencive to be a hero TEASER TASKS
IVR technology in varoni.lv Traditional banners in portals Natural buzz + traditional media + meteorite :) TEASER TOOLS
油
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
Blogosphere opinion leaders discussions 24/7 web monitoring Huge noise the hottest topic of the week Audience polarisation draugiem.lv (es m朝lu meteor朝tu) METEORITE Plan B
phase 3 reveal
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
Tele2.lv new web-page Non-traditional banners in portals Varoni.lv natural visits + traditional media + product offers TEASER TOOLS
油
油
油
Real results of sales, still UP COMMING

More Related Content

Varoni Case Study || Lotus 4: Digital Marketing

  • 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 audiences 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. 油
  • 12. 油
  • 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. 油
  • 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 m朝lu meteor朝tu) 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. 油
  • 23. 油
  • 24. 油
  • 25. Real results of sales, still UP COMMING