Comviq: Single Single Release
Agency: Forsman & Bodenfors
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.
- 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.