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 brand. Therefore, the brand was built as a counterbalance to the old, corporation-oriented approach to the market.

The goal was to prepare and execute brand launch from A to Z – from analysis of the brand, market and target audience research, through coming up with a communication strategy, creative development and media plan up to the very execution of communication strategy in every touchpoint.