brand electioneering

 

Client: Hullomail

Challenge

Brand Electioneering were charged with creating and launching a new and unique mobile voicemail service into Europe and to generate awareness and drive consumer registrations. The budget we were given to do this was also pretty challenging!

Solution

We developed the brand name, Hullomail, based on the first ever word spoken via telephone by its inventor, the Scot, Logie Baird, which was unsurprisingly ‘Hullo’! We also created the proposition ‘Hullomail, voicemail that’s yours to keep’ to reflect the unique feature of the service in that your voicemails are sent straight to your phone and email inbox as an MP3 file and not stored on the operators server. This gives the user a private and permanent record of their voicemail.

We launched the brand solely through an online advocacy and word of mouth strategy using social media in the mobile and technology sectors using news sites, blogs, forums, Twitter, Facebook and YouTube. Initially targeted to technology literate ‘early adopters’ the campaign has now rolled out to a mainstream audience both online and via a marketing partnership with T-Mobile.

Results

Registrations to the Hullomail service have grown rapidly as a result of the campaign and the brand has attracted a passionate fan base. The launch has been so successful that Hullomail has been nominated as ‘best mobile start up’ in the prestigious 2009 ‘Europas’ industry awards and is set to take on the US market having been launched there, appropriately on 4th July.

 

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