Storytelling

Challenge&Selection

I work in a communication company as a Brand Manager. One of the main business of ours is  to supply wireless services. In our country due to the infrastructure procedures, it was  difficult to build and provide fast speed internet to household. We maintain our strong  position in the market due to our customer-oriented approach. Due to that we found a new  solution to provide fast speed internet to the areas where does not need fiber  infrastructure. Last year, we were planning to launch a new device, which is a new kind of a  modem to solve the problem. Our challenge was to launch the product while emphasizing its  speed and position it under the home internet device on consumers’ mind. We used the  storytelling method.

Application

Firstly, we researched consumers’ perception on the concept and the technology, because  we were planning to introduce the product to masses. Secondly, we determined the target  consumers who demand fast speed internet. There were several segments who will be  interested on the fast speed internet and we made researches to understand their point of  view. We deepened our research to what are they interested on, what do they listen/watch,  how do they use the internet etc. After it is determined we created the campaign around the  insights we collected. We created scenarios for each target on their interests to understand  them clearly.

Insight&Approach

As a result, we created our communication campaign around the insights we found from the  researches. We focused on the description of the product’s technology on more  understandable way. During the advert, we focused on our consumers’ and target  audiences’ behavior and their motivation for having fast speed internet. We implemented  these insights on our TV and digital campaign and called them out with segmented  messages.


Storytelling Challenge&Selection I work in a communication company as a Brand Manager . One of the main business of ours is to supply wireless services . In our country due to the infrastructure procedures , it was difficult to build and provide fast speed internet to household . We maintain our strong position in the market due to our customer - oriented approach . Due to that we found a new solution to provide fast speed internet to the areas where does not need fiber infrastructure . Last year , we were planning to launch a new device , which is a new kind of a modem to solve the problem . Our challenge was to launch the product while emphasizing its speed and position it under the home internet device on consumers ’ mind . We used the storytelling method . Application Firstly , we researched consumers ’ perception on the concept and the technology , because we were planning to introduce the product to masses . Secondly , we determined the target consumers who demand fast speed internet . There were several segments who will be interested on the fast speed internet and we made researches to understand their point of view . We deepened our research to what are they interested on , what do they listen / watch , how do they use the internet etc . After it is determined we created the campaign around the insights we collected . We created scenarios for each target on their interests to understand them clearly . Insight&Approach As a result , we created our communication campaign around the insights we found from the researches . We focused on the description of the product ’s technology on more understandable way . During the advert , we focused on our consumers ’ and target audiences ’ behavior and their motivation for having fast speed internet . We implemented these insights on our TV and digital campaign and called them out with segmented messages .