The future. Big? Scary?Hard to explain?
Or fippin’ amazing?
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Case study >Yota
Yota acquired the licences to become
the world’s rst 4G communications
brand. The technology, WiMax, canprovide supersize mobile broadbandto media-hungry people like nothingelse available.Like any new technology brand launch,this one was loaded with challenges.Why should people get excited aboutyet another big change, when they’recomfortable with what they alreadyhave? How to muscle in on a marketdominated by big competitors ready
to ght tooth and nail against any
suggestion that their technologyis outdated? And with the launch inRussia, where 40% of the populationdon’t even own entry-level mobiles,how could we motivate people to“skip a generation” and embracethe future?We questioned the client’s belief thatthis was a challenger brand. Instead,we suggested that Yota represented
something dierent in kind; not
an alternative but an entirely newtechnology-enabled choice. And weencapsulated this thinking in a boldcore idea, ‘Enjoyment Unlimited’.From this starting-point, we gave thebrand an emotive, community-basedappeal – aimed at getting customersto want ‘in’ rather than just to
want ‘it’. Visually, we reected and
reinforced this attitude, designinga logo that didn’t just symboliseYota’s values but also raised a smile.
Our rst success was in rallying the
client team around our belief that,far from being a disadvantagednewcomer in an established market,Yota could be a pioneering lifestylebrand of almost limitless potential.Since Yota launched in Russia, ithas grown rapidly and the brand has
broadened its oer into delivering
innovative mobile services. Our rolecontinues to widen, too – fromconsulting on the brand architecture,through designing a brand book foremployees, to advising on the brand
experience in the company’s oces.
And the next even more excitingchallenge we’ll be tackling with theclient is how to make the Yota brandequally successful in other countries.