The campaign sees Nashua Mobile positioning itself as one of the few service providers offering a full range of mobile options to clients. This 'choice' positioning will be reinforced by a campaign slogan – "for ultimate cellular choice and advice, call Nashua Mobile".
"We have taken a very simple promise to the customer – a promise that is already present in our existing pay off line - all the phones, all the networks, all the tariffs, all the time - and we've brought it to life," says Doug Mattheus, Nashua Mobile marketing director.
"Nashua Mobile is one of few service providers unhampered by a vested interest in moving certain products," says Mattheus. "This is the point that we are pushing with the campaign. In a sector as competitive as the cell phone business, we are hoping that the 'choice' positioning will really resonate with customers that are simply seeking out the best deal possible."
The Nashua Mobile campaign runs across all mediums, from TV to cinema, radio, print and online. The campaign draws a theme that highlights a 'choice' consumer situation, and reinforces the point that very often, in the mobile business at least, choice is an illusory concept.
"We're asking the question that no one else in the sector seems to be asking," says Mattheus. "'Are you getting the full picture when it comes to mobile technologies and packages?' We ask the question, and then we give the obvious answer: 'the only full picture is one that spans across all three networks'."
The Nashua Mobile campaign is driven strongly internally, with sales staff and retail outlets primed to deliver on the campaign promise.
"It is critical to us that our staff are delivering on a disarmingly simple promise," says Mattheus. "Our internal programmes are designed to reinforce delivery with the sales team and retail outlets. They only have one function – to offer total choice and expert advice to consumers. We believe that offering the market the full range of mobile options available in South Africa will be well received. Consumers are crying out for options that are not underpinned by hidden agendas."
From viral internet campaigns to staff coffee mugs that reveal the full picture when the hot water is poured in, Nashua Mobile clearly sees a significant business opportunity within the clutter of an intensely competitive cell phone industry.
"It's an opportunity we are taking," Mattheus says. "As an independent provider we are able to offer something that few others within the business are: a real view of every option available on the market. All the work done on the new campaign has been focused on leveraging this opportunity."
Idea Engineers
