The telecom had big ambitions for the millennial market—but not much time to meet them.
Twenty percent in 12 months
Telefonica, one of the largest private telecommunications companies in the world, wanted to create a new telecom brand for the highly competitive 16 to 25-year-old, pre-pay market in Ireland. The company approached ?What If! to help it craft the vision within four weeks. The mission: win 20 percent of the target market inside of 12 months without cannibalizing its European mobile brand O2.
The mission: win 20 percent of the target market inside of 12 months
‘48’ became a way for 18 to 22-year-olds to celebrate the best four years of their lives
‘Serious can wait’
Instead of developing a new concept in the traditional sense (a polished, quant-validated framework with guidelines), ?What If! decided that Telefonica needed a “beta brand” to pulse through the Irish market. We designed a fast, energetic process to deliver a brand that would be 70 percent there; pricing strategies, communications assets, media, retail, and customer service strategies would evolve live.
To build the brand, we capitalized on the insight that ages 18-22 are the 48 months of one’s life when “serious can wait”—they’re all about experimentation, discovery, failing, and laughing about it. We hosted a week-long innovation lab with a group of creative consumers and Telefonica specialists to co-create what became “48,” a network for 18 to 22-year-olds that celebrates the best 48 months of your life.
Total brand awareness
More than six months after launch, 48 has nearly 90 percent awareness among the target audience and is the fastest-growing mobile network in Ireland, putting it ahead of target to acquire 20 percent of the market within 12 months.
The mobile network is the fastest growing in Ireland