nju mobile social media strategy
Tomasz Matuszewski, Rafal Broniarek and Mateusz Mentlewicz
Campaign Details
Brand owner: Orange Polska Agency: Ogilvy & Mather Brand: Nju Mobile Country: Poland
Executive summary
Orange Polska – one of the four largest mobile phone operators in Poland – decided to launch a low-cost brand – Nju Mobile (read 'new mobile'), a mobile-phone operator totally independent from the Orange brand. The challenge was risky because of maturity and fierce competition on the market. It was assumed that low rates would not be enough to successfully launch and maintain a...