Moving things away from the numbers driven, cold, factual marketing of most mobile services (other than Orange, who use charming characters to explain their tariffs) to a more emotive appeal.
As we are talking to people who support WWF and conservation, it’s only natural to appeal to them on a more emotional level. Rather than use factual photos of animals we wanted to add personality and character to the brand and message – so we created a range of charming animals. The key to successful communication is to emotionally engage consumers, after which they will often seek information and look for rational support, then you need to pull them back to an emotional place to complete the sale. Put plainly, the more emotional a sell is, the easier it is to sell. Consumers like emotions; just look at the popularity of John Lewis’ Christmas ad.
The SIM only service is cheaper than the standard ones and 10% of the cost of calls/texts/data goes to support WWF at no cost to you! We also wrote the line ‘Every conversation helps conservation.’
Brand Design: Juande Cobos and Nuria Rodríguez
Characters & Landscapes design: Juande Cobos and Nuria Rodríguez
Copy Writer: Michelle Conolly
Ethical positioning: Chris Arnold & Victoria Gallardo
Animation: Arnau Millet