Zattoo
Stream if you wanna grow faster
Europe’s leading TV streaming service wanted to partner with telecoms providers across Sweden, Poland, Belgium and the Netherlands. Companies that already offered broadband and mobiles, but no TV service. In a highly complex and very competitive market.
Zattoo’s IPTV service was already well established B2C. But for B2B cut-through, they hired the most creative of creative marketing agencies around (…Gasp!) to create an effective and distinct brand campaign. And …Gasp! asked us to develop the verbal identity part of this full marketing strategy project.
Brand positioning
Armed with extensive competitor analysis, internal stakeholder interviews, in-depth customer interviews and workshop findings from …Gasp!’s 3-month research phase, we knew we needed to go bold.
We started playing with rhymes around streaming. “Dream” has been done by loads of competitors, but nobody had used the word “scream”. So we explored some “screamy” phrases. And crucially, we needed a link to what Zattoo helps their partners do: grow faster, thanks to the ability to provide a new TV streaming service to their clients.
So we plonked them together. Scream… grow faster… And all of a sudden, the stars just, aligned…
Rationally, it links to them being a streaming service, and how they’ll help clients grow. And emotionally, if you’ve ever been on the waltzers, this takes you back there.
Excitement. Speed. Nostalgia. All of it.
Distinct and memorable.
Ad copy
Supporting the new positioning line, we developed another piece of wordplay around “teamwork”, for creative campaign copy with simplicity at its core.
Combine the best of what you do, with the best of what we do.
Some call it teamwork. We call it streamwork.
And how did it perform?
…Gasp! say it best in their recap of the full campaign…
“A short, sharp 8-week media campaign in Sweden launched the new campaign and results are impressive. The LinkedIn campaign saw a steady stream of new clicks to the website every day, resulting in thousands new visitors, to a new product. In total, a 32.7% increase in new web traffic, plus a 23.45% increase in direct traffic and 20.83% increase in organic search in Sweden during the promotional period.”