SUMMARY
Up until 2016, Mobile Vikings was proud to claim it never paid for advertising, growing solely through member-gets-member. So how do you grow without losing your early adopters? And how can a no-advertising brand run TV campaigns without losing its brand essence? As a small challenger brand, Mobile Vikings didn’t want to offer packs with TV or fixed phone, but it did have the ambition to become the challenger in a larger mobile-only segment by adapting its product offering, start offering postpaid plans and broadening its target audience beyond its early adopters.
Historically, the target audience of Mobile Vikings consisted of tech-savvy youngsters who were early adopters in all things technological. They were a niche audience who loved Mobile Vikings for its heavy mobile data offer. Mobile Vikings had to step outside its brand niche and move to a broader audience.
Our main objectives for 2017 are the acquisition of new clients and making sure 33% of all new Vikings are postpaid Vikings. To do this, the brand awareness of Mobile Vikings must increase. We also have to create a strong association between our communication and the perceived brand values so Mobile Vikings doesn’t lose its brand essence of a challenger (different than the market) with a customer-centric approach (simple + customer-centric) and a fair deal (best deal in mobile data).
English, Dutch
