Web Plus Internet service provider advertising campaign

CONTEXT

One of the first Internet service providers in Saint Petersburg became the market leader being the pioneer in ADSL technology, the backbone of current positioning of the company. From 2006 the competition in the home Internet access area began to increase, with a number of large players promoting ADSL technology entered the market.
In advertising communications Web Plus as the majority of Internet providers put stress on the price, access speed and technological features of the services that only advanced users can understand.

OBJECTIVE

Create a new Web Plus brand positioning based on the advantages of services instead of technology features. Create a brand strategy that will make the communications of the company easier to understand for the mass audience, improve user friendliness.

SOLUTION

Marketing strategy: focus at "upper middle class" audience. It was decided to suspend the advertisement of product offers and make emphasis on the future development of service quality and convenience.

Communication strategy: Refuse from positioning of the company as a brand for "technologically advanced" clients and adjust communications to user-friendly direction (convey the image of convenient and easy-to-use services to the clients).

Visual appearance of the brand: the new, more emotional, light and dynamic logo preserving the base elements of the old trademark. Green background is now the main component of the corporate identity promising comfort and allowing playing with color solutions of the competitors.

Advertising campaign: the new slogan "Connection with no surprises" and stories of advertising campaign improved emotional component and user friendliness of the communication.