Now when we know what marketing means ans what is the brand and her strategy, I can start to analyse one of the famous polish brand, which is Heyah.First of all I will explain what exactly Heyah is.
Heyah is a pay-as-you-go brand of PTC mobile network (or “prepaid brand” as we call it in Poland). PTC, which is partly owned by German T-Mobile, is currently the third biggest network in Poland and embraces three main brands: Era, Tak Tak (the first pay-as-you-go brand) and Heyah.
Heyah was launched back in February 2004 with a massive advertising campaign which still remains a category benchmark for a successful introduction. The campaign was created by agency called G7 and planned by Optimum Media OMD. Heyah was introduced by a teaser campaign which displayed only the extremely characteristic logo which is the red hand with a youthful graffiti-like typeface.
PTC’s strategy for launching the second pay-as-you-go brand was to create a very sharp image for this new brand and thus capture the very young target group which preferred the two rival pay-as-you-go brands: Polkomtel’s Simplus and Centertel’s Pop. After two weeks of teaser activities which involved mostly out-of-home media, ambient and internet, the new brand was officially introduced on March 13, 2004.
Under this link you can check and find some details about offers, which Heyah disposes:
http://www.heyah.pl/english
I remember when this red hand was almost everywhere but nobody knew what does it mean.
ReplyDeleteYes I also remember this!!! I didn't know what's going on and I was wondering what is that. Later when I saw advertisement in TV and on bilboards I recognized that is a new brand of mobile network. I'm also using this network and I'm really satisfied
ReplyDeleteI think for everyone the campaign was interesting and because of that it was original, uncommon, good well-thought-out in very short time new brand associated many people..It was really big success!!!!
ReplyDelete