Audience
Saskatchewan customers seeking non-traditional post-paid mobile services.
Purpose
A love for connecting people through communications.
Client
Flora Horvath: Director – Marketing – Strategy, Brand Communications & Digital Experience
The Challenge
SaskTel launched a stand-alone Digital Mobile Service to tap into an emerging market segment seeking alternatives to traditional post-paid services.
Defining a resonant brand strategy, visual identity, and creative approach was crucial.
Research and Observations
The brand strategy was built with the audience in mind. Our research identified consumers are looking for brands with purpose and alignment with their values, personalized experiences, connections not transactions, and a sense of belonging and community.
Developing the brand
Lüm Mobile’s colour palette draws inspiration from the captivating Aurora Borealis. The brand’s tone of voice is simple, bold, empowering, and uplifting. Illustration serves as a flexible and cost-effective visual approach.
lüm.ca
Illuminating change, empowering you to take control of your mobile service.
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.
Results
16% Brand Awareness after the first 4 months
90% plus Membership Renewal Rate
53% switch to Lüm from competitors!
