During the last few years, Irancell has attempted to improve through design and large-scale investment in cellular infrastructure and providing its subscribers with distinguished services. Simply put, it has started the changes with itself. By introducing the 4G Internet and providing distinctive services for its Iranian subscribers, Irancell had the intention of creating a new image for itself, one that is markedly improved.
As an active company in the field of telecommunications, Irancell decided to lay distinctive foundations in people’s lives. This change in approach was to welcome the experience of a digital life. The concept of change led us to the fact that anyone can make a change in their lives, even if it is a minor one, it is still time to change. “Alter your world” was the primary concept of our campaign. This campaign was a preface to the primary campaign of mobile number portability.
We defined the three competitive features of speed, coverage, and support, for each of which, we produced a unique teaser, utterly different in style from the former ones. The main theme of these teasers is a demonstration of our daily demands for mobile Internet. In one of the teasers, we brought up the low speed of the Internet, and moved forward, in the next one, the poor net coverage, and the accessibility issues of mobile net outside cities. And in the last one, we attracted the audience by bringing the lack of product diversity of the operators to their attention. We even applied a different voice from Irancell in the tone of the teasers – a voice indicative of change.
To get the televised teasers received by the audience, as well as the unity to be kept in ATL, we decided to use the same scenes from the “alter your world” trilogy in the design of the billboards.
The online banner ads must attract the users’ attention in no time. The online banner ads of this campaign stood out among others using the color of Irancell’s logo.
In 2016 Telecom Fair, we were in charge of the whole process of decoration and interior design for Irancell’s stall. We triggered the close interaction of the visitors with the campaign, through decorating the social networks stall, for the primary objective of “alter your world” campaign.
Increasing awareness of Asus and Zenfone/Raising sales and market share
Taking advantage of TV, cinema, billboards, and social media to focus on the noticeable features of the Asus product, Selfie, including the brand name, its coincidence with the popularity of selfies taken by a thirteen-megapixel front camera, low-light imaging capability, editing photos before they are taken, cost-effectiveness compared to the competition.
The first TV commercial of Asus was created with a focus on the two main features of image width, and high-quality low-light imaging. In this commercial, after a first selfie is taken with a low quality, someone takes out their Asus Selfie cellphone, the selfie LED flash goes off, and a high-quality image emerges on the screen, impressing everyone. The climax of the commercial comes when the figure of a bear is seen in the background, implying the high resolution of the photo in low light.
In the second TV commercial, a handsome young man is posing for a photo, while the photographer looks exactly like him (In fact, the photographer is the young man himself, who is standing an arm-length away facing him). No matter how hard he tries, the photo doesn’t turn out right. The photographer then walks towards the subject (who is, in fact, himself) and merges into himself, at which moment the camera transforms into an Asus Selfie and the young man takes a selfie. He has actually taken a photo of himself.
The primary focus is on the feature of wide photography, and an attempt has been made to display a selfie with a background that makes the photo as exciting as possible.
The “take selfies” campaign went on in the digital world through creating a shared space, and the first experience of running an online sweepstake live. The public was invited to this campaign seeking aid from popular individuals in social networks.
Introducing a new brand and product, and publicizing the Jackson brand
Our suggested solution was inviting a celebrity who was popular and respected for our target audience, in order to expedite the publicizing process, and granting it an image considered reliable from the audience’s point of view.
The strategy of using the publicity of a celebrity has been the focus of this campaign. Jackson is a superhero who is there for you the moment you need him. The superhero was played by Ahmadreza Abedzadeh in the best possible way.
To enhance visual attachment, you see the product next to Abedzadeh’s photo in his goalkeeper gear, with no written verbosity.
Since Jackson was an emerging brand, multiple pages were launched in social networks, not only to publish common content pertaining to ways to living a healthier life, but also to make the audience connect with the brand. In addition, producing and publishing witty videos featuring Ahmadreza Abedzadeh, the hero of the story, helped publicize the brand as much as possible.
The Active brand was in need of a campaign to launch a new product into the market. The product was laundry detergent comprised of seven powerful enzymes.
Our strategy was to combine an emotional atmosphere with a usage-oriented one when the product was first launched into the market. If we led the campaign with the usage of the product, we wouldn’t have attracted consumers’ attention as much as we did. We reached the decision to advertise the technical highlights of the product after the customers connect with it. Our initial plan was to work in two phases, a closed as well as an open one, that is, we had to begin with “clothes fall in love”, and then proceed to the causes behind this love in the second phase. But for some reason, it was no longer necessary to do it in two separate phases. Active used to have a direct and usage-oriented view towards its product, but now their view has changed and they look at their other products more confidently. This has paved the way for more creativity in other Active campaigns.
Two TV teasers, targeting branding and product introduction, were designed and created. The first teaser, which never made it to TV, featured emotional content. In the second teaser, we publicized the product and listed its various features for TV audience. The teaser was produced in a real fashion combined with visual effects, in which the new packaging of the detergent was unveiled, along with a complete explanation of its seven features.
When the primary concept of “clothes fall in love” was fully developed, we arrived at the decision of using personification and displaying a white shirt as a live person in love. A red rose, which is the symbol of passion, joined the detergent and the shirt in love.
We started the digital portion of the campaign with designing a landing page, and creating accounts with the ID “activeshow” on social networking sites. We managed to attract a considerable number of users to the landing page by posting identical online commercials in the most popular social media. In the landing page, we spoke of the product features through creative content, and welcomed the users to visit the Active Roadshows. Furthermore, in the Roadshow, we developed an Active-themed runner game, taking advantage of the Kinect technology. It was made possible for the public to play the game in Milad Tower, get points, and enter a sweepstake. In addition to all that, we prepared intriguing images and videos which went viral in cyberspace.
The greatest Iranian detergent was placed in the highest Iranian tower. This was the principal title of Guerilla Marketing which was carried out by Koosha company in Milad tower. For this part, we designed an eight-meter model of the Active detergent, inside which the fierce competition of Active’s runner was ongoing while a lottery was being held outside along with an introduction of the product and an entertaining show for children.
This model was on exhibition for 15 days during which time, 30 thousand people visited it.