nju mobile social media strategy

Tomasz Matuszewski, Rafal Broniarek and Mateusz Mentlewicz

This case study explains how Orange, the mobile network provider, launched a new low-cost mobile operator in Poland using social media.

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...

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