Comviq: Single Single Release

Agency: Forsman & Bodenfors
Client: COMVIQ
Product: TELECOMMUNICATIONS

Objectives

Comviq is Swedens biggest and most well-known "pay-as-you-go" mobile brand. Customers are from all age groups, but the primary target group is customers aged 16-24 living in major cities.

In Q1 2011 Comviq planned to launch a completely new service: Ringback tones. The service was for Comviq customers who could have their own tunes play when people called instead of the usual dialling tone, for just EUR 0,23 per week.

Objectives:

- To introduce the Ringback tones service for the primary target group and achieve the set financial objectives.

- Add value to Comviq's brand through campaign designs and get Comviq to be seen as a young "cool" brand for the target group.

This is not a traditional case, because we didn't have the financial means needed for a traditional advertising campaign. We were forced instead to use the power of social media and PR.