Cannes Lions

A1 TELEKOM AUSTRIA

Saffron Brand Consultants S.A., Madrid / A1 TELEKOM AUSTRIA / 2012

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Overview

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Credits

Overview

Description

Following the merger of Austria’s leading mobile phone and fixed line operators, it was our brief to create a brand that would unite them, a brand-led culture for staff to feel at home in, to craft a visual identity that was unique and instantly recognisable and to help make the life of customers easier by simplifying products and services. The new brand was made tangible across all customer touch points: from fleet vehicles, retail shops, support hotlines, websites to internal communication and staff engagement.

Execution

The ever-changing 3D ‘A’ is a reflection of the diverse life of A1’s customers. This proves visually A1’s commitment to helping customers simply live their lives, in whatever way they choose. The constant 2D ‘1’ represents the stability necessary in A1’s leadership role in the Austrian Telco market. The combination of flexibility and stability express the secret to A1’s continued success. Being able to give the basic ‘A’ new skin for every occasion enables a lively and relevant visual expression across all customer touch points. The brand is monolithic and strong but always relevant with a playful personality.

Outcome

A1 remains the clear market leader in both fixed line and mobile products. Fixed line churn rates dropped significantly and now show an increase in net customers for the first time in several years.

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