BREAKING ALL RECORDS
When Com Hem came to us in 2016, they had Sweden's fastest broadband and largest offering of TV & On Demand services. Despite this – and the fact they also had two of the country's most loved advertising characters in “Judit & Judit” – people struggled to understand the brand’s value proposition. Com Hem was not perceived as modern or cutting edge, and what they communicated and how they communicated simply did not match.
THE BRUTALLY SIMPLE SOLUTION
The task was to reposition away from being folksy, slapstick challengers to better reflect who Com Hem really was. To do this we needed a new, modern and innovative concept, even if it meant Com Hem was to leave the well-known and well-liked Judit & Judit in the rear-view mirror. The new concept needed to reflect Com Hem's premium content and offering, and be both credible and emotional.
Our insight was that the best entertainment is entertainment you feel part of. Entertainment so powerful that it sucks you in and you lose all perception of time and space – even if it means you end up miles (or even light years) away. In order to capitalize on high brand recognition – and parallel to a total redesign or the brand’s graphic identity and logo – we chose to build upon Com Hem’s strong name to create the concept "Come Home to Powerful Experiences".
THE RESULT: A DRAMATIC MEASURABLE CHANGE
It is not uncommon for KPIs to fall when a popular and well-known concept is changed. The communication goal was nevertheless ambitious: to reach parity with Com Hem's results within a year – which had performed well with Judit & Judit for 15 years. In addition, Com Hem wanted to be perceived as a reliable and innovative brand. But most importantly, we could not lose ground in sales. Even though we expected it would take months, we saw sensational results right from the first airing of the concept: Recognition increased +11%, likeability +15%, Trust +21% and innovative brand +22%.
Since then, successive campaigns have set record after record and sales received a tangible boost. Recently in 2019, “Com Hem to Staggering Speeds” was considered +27.5% clearer and +38.5% more relevant compared to Judit & Judit. The campaign was not only more effective rationally, but also on an emotional level. Com Hem recorded a campaign approval +24% stronger than previously. Cut-through is a vital metric for Com Hem, calculating recognition, sender ID and message understanding, of which the campaign increased by +29%!
With a credible and emotional concept we leveraged the call to arms in Com Hem’s name, to move the brand away from being folksy, slapstick challengers to become a modern, premium suppliers of powerful experiences – and increasing sales as a result.