The new slogan was: The pay-as-you-go alternative. The short and simple cartoon-like TV commercials were aired on TV and in cinemas. The new brand had a very distinctive visual style and used only red, black and white colors.
Heyah had the cheapest pay-as-you-go offer in Polish market and started the one-second billing, communicated only gross prices (at that time all competitors showed net prices in their advertising), clear and simple pricelist, and focused on the very low-priced text messages (called “SMS” in Polish) which were highly popular way of communication among Polish teenagers. The launch campaign turned out to be a huge success as Heyah managed to attract over 1 million users in the first months after its introduction to the market.
In 2005 Heyah had some of its best advertising campaigns to date in my opinion. I’ll discuss below my two favourites. In July 2005 Heyah caused some publicity with its TV spot created as an alternative version of the famous fairy-tale “The Little Red Riding Hood”. We don’t know how to tell fairy-tales was a slogan of this campaign and it again strengthened the transparency of Heyah’s offer. The shocking and drastic ending of the spot caught the attention of the State Council for TV & Radio (KRRiTV), a governmental organization that supervises TV and radio stations in Poland.
The Council claimed that the idyllic mood of the first part of the spot attracts children who are then strongly disturbed by the accident of the Little Red Riding Hood. Heyah was forced to withdraw this spot from TV stations as its broadcast was banned by the Council. A new version of the spot was aired later with black board and subtitles at the end.
Below I'm putting videos with the spots "The Little Red Riding" (first version and correct version).
ooohh, I love this advertisement with Little Red Riding Hood! :)
ReplyDeleteI agree, Heyah had got really great campaings. I even remember that at the beginning there were just interesting advertisement without saying what exactly HEYAH is. It was just to make people curious. And they did good job, really. As after it i bought Heayh, and lots of my friends too !
ReplyDeleteI also remember the beginnig!!! It was big "boom" with the RED HAND in the cities, on bilboards, in TV, everywhere with this and I was so curios what it is...
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