Firedog in Cape Town has recently completed a series of striking illustrations for telecoms disruptor, Euphoria Telecom, a Voice-over-IP cloud based telecoms provider.
The advertising campaign utilises vibrant colours and a quirky illustration style to differentiate the brand within a crowded marketplace. The core channels for the campaign are centered around social media and digital display advertising.
Unique illustrative style
Photographic and stock imagery typically dominate this space, so the Firedog studio advised on creating custom illustrations in order to cut through the noise. Whilst the illustration’s vibrant colour seems to sear the retinas, the colour was deliberately chosen to maximise standout within social media.
The colour was deliberately chosen to maximise standout within social media
Firedog presented a number of hand drawn conceptual sketches before focusing on the three strongest concepts. We find this creative process incredibly efficient, whilst providing the client the benefit of choice.
The three key campaign images focus primarily on the Euphoria proposition in comparison to outdated and expensive PBX systems
The three key campaign images focus primarily on the Euphoria proposition in comparison to outdated and expensive PBX systems. The first theme deals with legacy telephony clients sense of frustration from being tied into a contract that is inflexible and difficult to exit. The second concept challenges incumbent ex-parastatal brands with a quirky image of poor customer support. Finally, the third concept stresses the unique ability for Euphoria clients to work anywhere, due to their unique untethered cloud offering.
Before commencing the conceptual process, Firedog presented a number of theme based moodboards which outlined our approach to creating differentiation within existing media channels.
We studied various graphical mnemonics such as disruptive patterning, distortion, print effects and colour modelling. All with the deliberate purpose of stimulating the audience's subconscious mind.
The campaign flighted on sponsored posts via the Facebook advertisers portal. Firedog collaborated with SEO and digital marketing agency NineFiftyNine, who are responsible for engineering the technical delivery and audience segmentation. The ads ran as a mix of standard post as well as a remarketing effort. Furthermore, the campaign ran with an additional focus on “lookalike audiences” (A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they’re similar to people who already have ‘liked’ the business). The results of the campaign have been profound, with an average click-through rate (CTR) around 30%-50% over the Facebook average.
The results of the campaign have been profound, with an average click-through rate (CTR) around 30%-50% over the Facebook average