How do you launch a compelling new mobile phone brand with no proven track record in a saturated market? How do you create something fresh? And do it from scratch with a small budget in less than four months to help recoup your investment quickly? In 2006, we did—for Spain’s newest mobile operator, Yoigo.
We had to define the brand, the product and its market position. Our response?
To challenge head-on the frustrations consumers experience in owning mobile phones–the complex tariffs, expensive contracts and poor service. Yoigo’s positioning is all about simplicity, efficiency and low price, summed up in two words–purity and care.
We came up with the new name ‘Yoigo’—an invented but obvious contraction of the Spanish for ‘I listen’ (yo oigo). It says in a single word exactly what the brand stands for. Not only is it meaningful in Spanish but—another big plus—it’s easy to export to other European markets. And the dot-com domain name was available.
Personality also comes across in the bold use of colour. When used against neutral backgrounds it makes Yoigo instantly recognisable.
We gave a great positioning a strong personality. By avoiding the usual lifestyle messages, Yoigo cuts through by being simple, clear, witty and to the point. We listen to you, we are fairly priced and we are the smart choice. Even SIM cards communicate the brand personality.
Yoigo is one of a new generation of brands that knows how to be competitive and remain distinctive, seducing customers with intelligence, style and wit. It’s been successful from day one. In the first three months 1,000 customers switched to Yoigo every day.
