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CASE STUDY: Developing a stand out brand for Blizoo

Provided by Siegel + Gale
Create a distinctive new brand to wow consumers, instil pride in employees and intimidate the competition.

What was the Challenge / Background of the Campaign?

When the two leading Bulgarian cable television providers, CableTEL and Eurocom merged, Siegel+Gale UK was appointed to create a distinctive new brand for the new company. The challenge was to develop a new brand that would transform the cable marketplace from the dull, corporate and unsympathetic brands and better reflect the state-of-the-art fibre optic network and triple play offering that the business was able to offer, whilst wowing consumers, instilling pride in employees and intimidating the competition.

What was the Campaign Objective?

Create a distinctive new brand to wow consumers, instil pride in employees and intimidate the competition.

What was the Solution?

Siegel+Gale developed a clear, relevant and inspiring brand positioning-Explore Your Universe. Reflecting the potential that lay in a new generation technology and a triple play offer, we worked with the client to develop a unique, differentiating personality that was informal, delicious, illuminating and magical. From this inspiring platform came the creation of a distinctive name; "Blizoo", visually interpreted through the use of images that marry the immediacy and speed of the service. represented the high quality, high speed deliver

What were the Results?

Since launching in June 2010 Blizoo has matched its two closest rivals in terms of geographical coverage and has created a huge buzz around launch despite a limited marketing budget. A recent gap analysis poll (TNS Nov 2010) shows that the brand outperformed its legacy brands - CableTel and Eurocom - on every one of the brand attributes measured, and had established leadership against the competition on a number of these key attributes.

What were the Key Learnings of this Campaign?

Blizoo has quickly become part of the local market vernacular, not just within the organisation, but with consumers too. People are being heard asking: as "Do you Blizoo?" or exclaiming "I've been Blizoo'd!" "In our wildest imagination we didn't imagine our brand could be so brilliantly brought to life". Dimitar Radev, Blizoo CMO

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsProspective customers of Blizoo
16 - 24
25 - 34
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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