bob rebranding
A mobile first relaunch campaign in which each advertising medium was adapted to its environment.
The idea was to design a completely new brand identity for the mobile phone provider bob, positioning bob as THE digital, wireless provider for a younger target group, while preserving the brand's core values and its unique character.
The new logo, the new claim, the new CI, the new visual language – everything was implemented in line with one single idea: mobile first!
With its unmistakable tonality and visual appearance, the campaign not only speaks to teens and young adults as the target group, it was also distributed in a target-group-specific manner, with each individual advertising medium optimised accordingly – pre-roll, Facebook post, Instagram story, Spotify Session or even Sound City Light with motion sensor. In order to achieve the best possible effect, each advertising medium was adapted to its environment. For example, formats were inflected, video lengths including specially composed music were adapted and call-to-actions and swipe-ups were visually staged.
In addition to communicating the existing service, new ones were created that truly add value to the target audience. Such as “no end weekend” – a feature that allows you to use unlimited data on weekends. The campaign was implemented with specially created, animated illustrations.