Helping a new challenger brand make a big awareness bang, without the big budgets.
Console Connect is a new telco challenger brand up against global titans in a commoditised space. It needed to both cut through the category and reposition itself as a strategic enabler of data movement, without the massive budgets enjoyed by competitors.
So we had to think smart, maximising the investment at three of the world’s biggest tech events by dominating the journey around it. Covering the airport, train station, taxi ride, event stand, and amplified further by speaker sessions, geo-targeting and digital retargeting, we surrounded the cities, before, during and after the event, creating the presence of a much bigger company.
The ads on the journey were instantly hard hitting – tailored to the region and using humour to connect quickly with the local audience. From London, to Las Vegas and Singapore (did you know ‘rubber time’ is the Singaporean concept that time is flexible?), we ensured this challenger brand arrived with a bang bigger than the market leaders. One competitor was even overheard saying: “what are we going to do about Console Connect, they’re everywhere.”
Ilvija Skerskane, Vice President, Digital Solutions Marketing