CASTING

(OVER)CROWDED MARKET

Before launching the new TRIO package, Iskon faced a number of challenges: the market oversaturated with similar products, consumers overwhelmed with incomparable deals, the TV program flooded with identical ads. On top of it, due to HAKOM’s regulation, Iskon wasn’t in the position to emphasize the (comparably lower) price.

THROUGH THE CLUTTER

Because of the seemingly huge number of telecom plans on the market, it’s difficult to explain to users how great a plan actually is. Maybe it’s a couple of kunas cheaper, but does it have his favorite TV show? What about the download speed? Is it 200 Mbps? Maybe it is, but the neighborhood’s infrastructure is from the Middle Ages. Extra minutes are cool but what about the price of making the actual call? Iskon has always been known for communicating its TRIO package as a best buy. The problem is that its competitors offer the same combination of those three services (under the same generic name). The new TRIO package, communicated in this campaign, didn’t include the highest number of TV shows, free minutes nor the fastest internet on the market. So, the challenge lay in presenting it as the optimal combination for the target user – sporting so many benefits it’s impossible to describe it. This is the reason why we branded it as the Iskon FULL package, chock-full of TV shows, chock-full of free minutes and chock-full of data – and made it stand out from the competition. Choosing a plan is a complex task; by coming up with the FULL package we simplified that task for the consumers.

AND NOW WITH A LITTLE MORE EMOTION

Casting takes the form of an anti-commercial, which breaks down the fourth wall and reveals the prep for the shooting of a “real” commercial. At the same time, it’s a wet dream for every client: it shows celebrities repeating the product benefits for the entire duration of the commercial. Who better to describe the package to the users but Croatia’s most awarded actors? Lana Barić, Nina Violić and Krešo Mikić gave it a shot; to see if they succeeded, check out the videos below.

Regular billboards weren’t quite enough to describe the package so we made a “modular” one that changes every day. We addressed the same problem in the radio ad. 

PEOPLE, I’M VERY SATISFIED!

The results are difficult to describe but easy to show numerically. The number of new subscribers, compared to the base, increased by 50%, the number of Iskon.TV users increased by 29%. In addition to the record number of incoming calls to the call center, the campaign generated an increase of calls related to the ad by a whopping 114%. 

We've shown Lana's incapability and frustration to portray the best of wishes, in our holiday greeting card that Iskon sent to colleagues and partners.

SOMETHING VERY MODEMN

This campaign is innovative in another way, too: we modernized Iskon’s visual identity. In addition to the redefined and expanded palette of brand colors, we established a grid system for the layout. Inspired by the visual logic of the digital world and the modularity of Iskon’s services, it improved the visual appeal and brand distinction, allowed for nicer animations and spared our creatives from sleepless nights before the campaign launch.