TELECOMMUNICATIONS ARE ONE OF THE MOST DEMANDING INDUSTRIES WHEN WE ARE TALKING ABOUT MARKETING AND ADVERTISING. HOW TO TELL THE STORY, BUT BE DIFFERENT IN REGARDS TO COMPETITION?
We believe that being boutique is the true differentiation factor nowadays. We want to know every one of our 700,000 users and their habits, so that we can create a boutique user experience for each and every one. We can classify them by groups and segments, but in the end every one of them has their own needs, wishes and expectations. Every user is unique. We want to use the data available to us on our users, so that we can offer them the experience they expect at the moment when they need it in the best possible way.
We are improving user experience at every single point of contact with the user. We want to unify and improve it across all channels, from the shop to the social network or a home visit. We know that long-term trust and satisfaction lead to a partnership that brings benefits to both sides.
WHAT IS CRITICAL TO THE SUCCESS OF THE CAMPAIGN AND THE MARKET RECOGNITION?
Several factors are important for a campaign to succeed, across all phases of preparation. Let me just list a few of the most important ones: a good insight into the target group we are addressing, a clear message and a presentation of the main unique selling propositions of a product/service, an original creative idea and execution, and last but not least an optimum media mix for the available budget. When designing a campaign it is key to consider that messages are adapted to every channel, taking into account its specific characteristics, while at the same time the approach is unified across all channels (both creatively and in content) to build on consistency and brand recognition.
WHICH A1 CAMPAIGN HAS LEFT THE BIGGEST IMPACT ON CULTURE IN SLOVENIA AND WHY?
There is no doubt that this was A1’s introduction to the Slovenian market with the slogan “Start of something amazing”. We launched the brand when we realized that there is no more room for strong local brands in a globalized market. During this time we gained new advantages to accelerate the growth not only in the mobile and fixed market, but also in the market of advanced digital solutions. In this campaign we introduced a new world, a world of infinite possibilities and connections. A world without borders. Just like our imagination. For connecting known things in order to create something new.
ONE TREND IN TELECOMMUNICATION IN 2020?
Automation and robotization of work are certainly two of the more significant trends. A1 Slovenia already has experience in this field as our chatbots take over from agents. This way we can focus more on the complex issues, while a computer completes the trivial tasks.