R: TURNING IT INTO THE LEADING BRAND IN ITS NATURAL TERRITORY
Developing and strengthening the R brand against big national operators: Telefónica, Vodafone, Ono, Canal +…
Creating a distinctive image that conveys a personality which is clearly Galician, linked with the way Galician people speak and do things. Unique local codes were used. Competitors couldn’t make use of them, as R is the only Galician brand.
In order to do so, we developed:
Direct marketing actions aimed at each of the customer’s targets High segmentation and specific creativity enabled to adapt R’s product/message to the target audience, with great success.
Magazine R as an informative element of TV programming and as a tool for brand positioning.
Activation actions in cities with new R shops. Following creative autonomous parameters, like organizing merchandising distribution the way agricultural exhibitions do, with a strong presence in Galician’s rural environment.
A brand ‘monologue’ action, carried out in order to revitalise openings of new R shops in specific Galician cities. Famous Galician comedians were hired. They were appreciated by the local audience and introduced the R brand in their monologues in a humorous tone.
R has become the leading company in Galicia, in the fields of phone service, Internet and television, with larger market shares than any of its national competitors.