Estonian Mobile Telecommunications Taps Vivaldi Partners to Create New Everyday Value Mobile Phone Brand
Vivaldi Partners, the global strategy, marketing and brand consultancy, has created a "value" brand for the emerging Estonian mobile telephone market. Working with Estonia Mobile Telecommunications (EMT), Vivaldi Partners conceived Diil -- "deal" in Estonian -- as a low-cost mobile brand with a distinctive personality and character that would be clearly distinguished from all others.
As in numerous other-mobile network markets, Estonia is crowded with many new mobile virtual network operators entering the fray.
"Estonia is a very different place to do business. It is such a new country, hungry for new ideas. You have to remember we were occupied by the Soviet Union until 1991," says Piret Murk, EMT marketing director and board member.
"The idea behind Diil was to create a virtual mobile operator using EMT's excellent network, while focusing on the low-cost end of the market," explains David Hensley, managing partner of Vivaldi Partners in Europe. "Mobile phones have moved from luxuries to everyday necessities, but in most markets they are still sold as if they were glamorous, high-end items. This is a breakthrough positioning -- an everyday brand for everyday people."
Hensley added that Diil is the first major brand to launch in Estonia since the nation joined the European Union on May 1, 2004.
Vivaldi's design partners, London-based design firm L&Co, created Diil's visual identity. Vivaldi Partners and L&Co worked with Division, a Tallinn, Estonia, advertising agency, which translated artwork and created launch advertising based on the Vivaldi strategic brief and L&Co creative concepts.
Source: press release
Permalink: Estonian Mobile Telecommunications Taps Vivaldi Partners to Create New Everyday Value Mobile Phone Brand
