We had a manufacturer with a huge share of their home market wanting to expand out into Europe…The only problem… they had no brand awareness outside of Vietnam and no real product differentiation.
They did however, present reasonable value for money.
Taking into consideration European market trends we redefined the existing ‘value’ proportion by creating a new category the brand would stand for, giving them a fighting chance of making it in Europe.
Creating a brand with strong stand out, that would break through the ‘me too’ advertising.
Mapping out the first 3 years, we then set about announcing our arrival at MWC in Barcelona with a station takeover directing delegates to a dedicated website which showcased Barcelona’s finest eateries and hotspots.
The People’s Phone was born.
