Opportunity
The newest challenger brand in Irish telcos was ready to explode onto the market in 2019 with a compelling proposition… a SIM-only, digital-first model with no physical retail footprint and a value-driven offer of €9.99 for all texts, all calls, all data..for life. All that was missing? A name, design and brand world.
The Idea
Simplicity for the chef’s kiss. It would be rude to not make a proposition as compelling as €9.99 a month for everything for life the hero. So, we did, alongside building an engaging, energetic, disruptive brand world to house it.
But first, name. GoMo was born, and its clippy, happy, poppy simplicity informed the development of the brand world, ensuring everything was in sync and of the same universe.
What We Did
Modern brands rip up the rule book. So, through Instagram casting we found our GoMo crew, a group of 15 fresh, young and energetic 18-24 year olds, representative of our audience. We shot them in the vibrant GoMo world with distinctive brand iconography, heroing the core proposition with movement and explosive energy.
Key to the massive success of this campaign was our creative and messaging approach. We tailored our creative and messaging to specific media channels, launching with a teaser campaign that announced GoMo was coming and nothing else. Its unavoidable colourful pop provoked endless curiosity of who or what was GoMo, until the rugpull reveal a few days later.
We then released a full 360° campaign with a 30” TVC along with a series of 6” films, built from the understanding of our audience and their online behaviour of tending to skip ads. Utilising the flexibility of social platforms and DOOH and an absolute earworm of a mnemonic, we ensured our colourful visual world and execution was ever changing, driving intrigue and engagement at every media touchpoint. The campaign had so much flex that no two ads ever appeared twice. How’s that for bespoke?
Results
Since its launch to market GoMo has had incredible results, smashing the initial hard KPI of 100,000 sign ups in 12 months with 230,000 sign-ups in the first 9 months.
The campaign exceeded all expectations and ruffled competitor feathers. Four years on, the GoMo brand is still going strong, continuing to engage and recruit new customers month on month, year on year.
