CASES

INDUSTRY: Telecoms

Brief

When first launched, ONO had a clear mandate to offer a distinct, more customer-centric alternative to Telefónica, Spain’s largest telecom provider.  But as the telecoms market expanded, several other competitors began offering services, each claiming to be younger and more customer-centric than the last.  Soon ONO had lost its way – its acquisition-led growth had watered down its culture and spirit, and the new competitive landscape made its proposition seem complex, out-dated and irrelevant.  That’s when the company’s new chief marketing officer tapped LeapQ to help reverse ONO’s downward spiral and spark a brand renaissance – both internally and with its customers.

Solution

We leveraged the results of a recently completed values-based market segmentation study to identify gaps in the market and to refocus both the business and brand on serving the unmet rational and emotional needs of ONO’s priority customer segment.  We applied our Core Story methodology to work with employees at all levels of the company in defining a high-level purpose and strategic narrative to unify its business, brand and culture.

Results

Our narrative was used as the basis for the development of a far-reaching marketing transformation programme that created a leap in employee engagement and NPS, a surge in spontaneous brand awareness, relevance and consideration and a very respectable and sustained lift in customer acquisition numbers.