What do you do when you have a mobile phone provider whose name means hip (pomegranate), and whose logo has squares in it?
Filankesov Filanks 70 is an imaginary address in Baku, the capital of Azerbaijan. This address is home to the protagonists of a new creative platform we created for the mobile operator. Nar mobile is the price leader on the market, and the goal of the platform is to strengthen the local character of the brand and the fundamental position of the brand: a people’s brand.
This is a long-term platform of a closed type in which the protagonists are different people we could meet in any neighbourhood, in one building. Through the communication of various products, we will follow their lives and by adding additional residents to our building, we can introduce new products, depending on target age group.
We began the communication with a teaser campaign, and presented the concept as a new television series. The spot was made just like a classic film trailer, presenting some of the main characters.
Communication of the product began in the revealer spot, with our protagonists in front of the building. New rates; calls, messages and MMS for 5 kopeks (35 lipa), which is the best price on the market. We showed how favourable this price is through the favourable price of a kilogram of pomegranates, as Nar means pomegranate in Azeri.
The continuation of Filankesov Filankas 70 is to follow in several weeks … stay tuned!
Bruketa&Žinić OM Baku / Moe Minkara (Creative Director), Helena Rosandić (Director), Kitica Kekić (Senior Copywriter), Dunja Delač (Art Director), Sonja Šurbatovic (Designer), Zorana Šafar (Account Director), Klara Šimunović (Account Manager)
Nar Mobile marketing team
Noname (production)
Levan Bakhia (director)
2011
