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Milk Agency presented a new concept of "Live communication" Messenger
"The Messenger" is changing: in December, the company launched an advertising campaign on TV, outdoor advertising, cinema and media value of $ 3.5 million dedicated rebrendingu.Obschie network rebranding costs will reach $ 17-18 million, said its marketing director, Alexei Chebotok. "The Messenger" will now work under the agency invented Milk slogan "Live communication" instead of the former - "Adult Toys" selected by the principal owner of the company Maxim Nogotkova in 2002. As previously reported by Vedomosti, will disappear from the salons of the company and the men phones started in 2002 Netprofit, the Agency and is considered a symbol of "The Messenger". In October, mobile phone retailer with the help of the Swiss branding company Interbrand Zyntzmeyer & Lux AG has changed the corporate red color in the five-colored stripes, which reflects the "multi-orientation" of the company. Letterhead Studio has developed for "The Messenger" new logo and fonts.
Peoples phones and former slogan were not emotional, believes Chebotok. A new slogan, in his opinion, would "Messenger" to become emotionally closer to customers and thus stand out from the competition. To do this at the expense of new technologies in the field of sales and service complex - all this immediately repeat others. "Emotional marketing tool in these conditions allow to stand out more," - explains Chebotok.
The task assigned to the creative agency MILK, was to present the target audience the updated brand "The Messenger" as one of the friendliest, emotional and vivid, and protranslirovat its core values: opportunity to develop together and create around the fascinating world of communication and new opportunities.
"We deliberately went out so as not to show the video in a single mobile phone, camera, camera or mp3-player," - said the creative director of MILK Ilya Smolin. "This was done in order to highlight the main idea:" The Messenger "- is not just a seller of various gadgets, but also a conductor of positive emotions and vivid impressions exchanged between people in the course of the dialogue. The role of the brand "The Messenger" - to help people to implement their desires and passions, being thus between dream and its realization. In the video we tried to create an atmosphere of friendship, trust and warmth, so it turned out, on the one hand, cheerful, and with another - lyrical and sentimental ».
"It is particularly pleased that at the start of the tender submitted by the creative ideas of the client has been chosen precisely the idea, which seemed the most appropriate and ourselves.
Rarely does the agency's vision coincides with the client, but we were lucky, and so the whole process work was filled with the correct, positive energy, "- said Smolin.
via / slogan_153639 / 2008/11/27/24459 /
Peoples phones and former slogan were not emotional, believes Chebotok. A new slogan, in his opinion, would "Messenger" to become emotionally closer to customers and thus stand out from the competition. To do this at the expense of new technologies in the field of sales and service complex - all this immediately repeat others. "Emotional marketing tool in these conditions allow to stand out more," - explains Chebotok.
The task assigned to the creative agency MILK, was to present the target audience the updated brand "The Messenger" as one of the friendliest, emotional and vivid, and protranslirovat its core values: opportunity to develop together and create around the fascinating world of communication and new opportunities.
"We deliberately went out so as not to show the video in a single mobile phone, camera, camera or mp3-player," - said the creative director of MILK Ilya Smolin. "This was done in order to highlight the main idea:" The Messenger "- is not just a seller of various gadgets, but also a conductor of positive emotions and vivid impressions exchanged between people in the course of the dialogue. The role of the brand "The Messenger" - to help people to implement their desires and passions, being thus between dream and its realization. In the video we tried to create an atmosphere of friendship, trust and warmth, so it turned out, on the one hand, cheerful, and with another - lyrical and sentimental ».
"It is particularly pleased that at the start of the tender submitted by the creative ideas of the client has been chosen precisely the idea, which seemed the most appropriate and ourselves.
Rarely does the agency's vision coincides with the client, but we were lucky, and so the whole process work was filled with the correct, positive energy, "- said Smolin.
via / slogan_153639 / 2008/11/27/24459 /
