Illuminating the Mobile Experience
Connecting people in a simple way.
Audience
Saskatchewan customers seeking non-traditional post-paid mobile services for a unique experience.
Purpose
A love for connecting people through communications, to the environment and the world.
Flora Horvath: Director - Marketing - Strategy, Brand Communications & Digital Experience
Client
The Challenge
SaskTel launched a stand-alone Digital Mobile Service to tap into an emerging market segment seeking alternatives to traditional post-paid services. This move presents an opportunity for net revenue growth without cannibalising existing customers.
Defining a resonant brand strategy, visual identity, and creative approach was crucial to differentiate from competitors in the competitive mobile market.
Research and Observations
The brand strategy was built with the audience in mind, and from a purpose-driven perspective. Our research identified consumers have the same expectations from brands today such as brands with purpose and alignment with their values, personalized experiences, connections not transactions and a sense of belonging and community.
Lüm Mobile's colour palette draws inspiration from the captivating Aurora Borealis, setting it apart with its vibrant, energetic identity. The brand's tone of voice is simple, bold, empowering, and uplifting, connecting with the audience on a personal level. Illustration serves as a flexible and cost-effective visual approach, accommodating various subjects like people and their environments while distinguishing Lüm in the market.
Leveraging these artistic components enabled the campaign to center around our audience's desires, while authentically embodying the essence of our creative brand.
Developing the brand
Illuminating change, empowering you to take control of your mobile service and make an impactful difference for the environment.
Bringing it to life
Lüm Mobile's brand journey, guided by a robust communications plan, included internal rollout, content development, beta launch, soft launch, and commercial launch. This propelled their success in captivating the target audience and solidifying their presence in the mobile market.
The Results
Lüm Mobile made a powerful entry into the market in December 2021, surpassing sign-up expectations for both December and January. Continuous brand tracking studies reveal that Lüm has already surpassed brand awareness levels of established competitors, capturing the attention of the digitally immersed target audience with remarkable relevance and interest. The momentum is building, and Lüm is emerging as a frontrunner in the mobile industry.
