Evoq for Hellofiber: A new "hello" for a familiar flower
In Switzerland, the UPC flower was recently taken off the market, but in Germany it is now sprouting again in new colors. Evoq has realized the brand launch of "Hellofiber" in recent months.
The same US parent company holds a stake in Hellofiber as in the telecoms provider Sunrise. Hellofiber provides fiber-optic networks to private households, businesses and public institutions. In a very short time, Evoq developed the brand identity and the complete marketing strategy with the corresponding communication media.
The core of the design concept is the brand flower, the light dots and a series of primary and secondary colors, which are intended to ensure a diverse and eye-catching appearance. A specific marketing toolkit was put together for marketing. It contains tools, processes and resources based on the S, M and L principles. Depending on the expansion area and the task at hand, marketing measures can be implemented quickly, efficiently and in line with local requirements. The respective campaign planning is structured in three phases.
First, the brand is to be made known in the clearly defined target area. Then the product portfolio is penetrated and the uniqueness of the offer is emphasized. Finally, the phase of scarcity follows with time-limited promotional offers and benefits according to the principle of "now or never".
Communication takes place via digital channels such as the website Hellofiber.com and digital advertising media, but above all also via OOH measures, scatter mailings, direct mailings, and advertisements in local media.
