Choose speciality channel:   Choose sector channel:     Search the site

Case Studies

 

How Dolce became the answer to the re-branding of Romtelecom

How Dolce became the answer to the re-branding of Romtelecom

Background

In 2006, Romtelecom—the largest telecommunications operator in Romania—was planning to launch a new digital TV service in the highly competitive Romanian market, but the company was smarting from decreasing customer retention and an outdated brand image.

To transition from a fixed-line operator into an agile, trusted provider of multimedia and digital content, the organisation needed to change customers' perceptions and signal its relevance to the current market.

Strategy

The task put forth to Siegel+Gale was twofold: create a brand identity for this new service that could help it compete effectively in the marketplace, and improve the overall perception of Romtelecom through the new digital sub-brand.

Implemention

They positioned the sub-brand as an "indulgence" that offered a variety of content and functionality to TV viewers, and named it "Dolce"—a Latin-based moniker with international appeal, reflecting a "spoil yourself" attitude.

The Brand Voice™ developed for Dolce celebrated both the variety of available amenities and the overall richness of the customer experience.

The effervescence of the language establishes a mood of excitement, heralding the arrival of the new service as an imaginative, distinguished personality in the Romanian entertainment marketplace.

To complete the revitalisation, Romtelecom introduced a new logo featuring a series of multicolored, overlapping letters that suggest the vitality and contemporary character of the brand. The integration of this striking look into an electronic programming guide, collateral, packaging and a retail experience creates a vibrant and unified brand identity.

Results

Dolce received six times the expected orders after launch, and more than doubled its expected subscription base in the first six months.

After only 16 months, the fledgling service boasted 500,000 customers. Dolce's penetration rate of the satellite television market grew to over 33%—one of the highest growth rates in Europe.

Romtelecom's overall brand image also improved; brand awareness of Dolce was double that of two competitor brands that launched earlier the same year.

The Design Business Association, which champions the integral role of effective design in generating business growth, recognised the excellence of the Dolce design programme at the 2007 Design Effectiveness Awards in England.

But nothing was sweeter than the effusive praise of George Argentopoulos, Dolce Retail Business Unit Managing Director: "The design of the Dolce brand achieved incredible standout and visual appeal that directly contributed to the outstanding commercial success of the brand."

free discount prescription cards internet drug coupons online viagra coupons
after abortion abortion article abortions clinics
national abortion federation click how much for an abortion
how much do abortion pills cost fyter.cn abortion hotline
abortion arguments open online coupons free
bystolic daliresp patient assistance forest patient assistance
discount coupon types of abortion procedures surgical abortion
abortion clinics houston link how does the abortion pill work
abortion questions waltersgarage.com when is it to late to get an abortion
abortion clinics in birmingham go how to get an abortion pill
is there a generic for bystolic bystolic generic bystolic coupon
linzess patient assistance linzess patient assistance
gabapentin and hydrocodone high gabapentin and hydrocodone high gabapentin and hydrocodone high
coupons prescriptions site prescription savings card
cyklokapron wiki go cyklokapron

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.