Kreativwirtschaft Austria collects successful and vivid examples that illustrate how creative professionals create added value and turnover together with their clients from the business world. In this story, the branding experts at Sery* have brought the Upper Austrian technology company emporia to the forefront with a strategy for simple but successful brand positioning in the field of mobile telephony.
Simply successful: Simple mobile phones simply advertise
Mobile phones for senior citizens from Upper Austria
emporia Telecom is a small Upper Austrian technology provider that has successfully established itself as a leader in the niche of mobile phones for seniors in Europe. The company specializes in manufacturing mobile phones for people who do not place great value on multimedia applications and complex menu navigation, but who want to make simple and straightforward calls.
How to make communication easy
The aim of the collaboration with the Sery* agency was to strengthen the emporia brand as an expert in simple communication in the broader sense and in communication for seniors in the narrower sense. To achieve this, the branding professionals based in Leonding and Munich relied on their recipe that has been tried and tested for 50 years: finding out what makes the target group tick and deriving the brand identity and image from this.
© emporia Telecom & Sery* Brand Communications
Classic PR strategy as the key to success
For emporia, traditional PR tools and storytelling were used almost exclusively, focusing on solutions for people, as well as studies and working methods. Press releases were sent out, interviews and reports were launched, a press conference was organized in cooperation with the Johannes Kepler University Linz and a press trip to the International Consumer Electronics Fair (IFA) was organized. The creative work of the branding experts also included the implementation of a social media strategy and the development of a script for the corporate film.
A topic becomes a self-propelling theme
Numerous media readily picked up on the current topic of communication for seniors and naturally always reported on the emporia brand. The advertising equivalent value of the brand exceeded the resources invested many times over. The result was a stable, meaningful brand image that indirectly boosted sales.
More turnover thanks to creative industry effect
Thanks to the successful brand positioning of Sery*, emporia's sales figures rose sharply in the first six months of the collaboration. For the fiscal year (2017-2018), an increase from 600,000 to 800,000 mobile phones sold and a sales increase of seven million euros is expected.
Once again, it has been shown that the positive effect of working with professional creative people can be measured directly in euros and that creative economy stories can become real success stories within a very short time.