Si.mobil, with its youth brand ORTO, has become the most favourite mobile brand among Slovenian youth in the past three years. This is because it creates campaigns which offer young people the chance to be the brand's co-creators.
This year ORTO re-branded itself with a new message, "Live your way," in order to prove to youngsters again that ORTO is a brand that exists beyond just advertising.
The “Live your way” campaign by ORTO offered young street artists a chance to express their way of life through the use of tape art -- a medium never seen before in Slovenia. Colorful duct tape was also offered to younger ORTO customers, who were encouraged to express themselves and comment on the world in which they live.
Interest in the campaign and ORTO brand has gone beyond expectations, with word-of-mouth spreading all over the country and many respected media reporting on the creative ORTO campaign and ORTO artists.
What's Driving This Trend
- User-generated Campaigns
- Creating campaigns that allow young people to be co-creators of the brand experience offers a disruptive innovation opportunity.
- Innovative Brand Messaging
- Re-branding with a new message, like ORTO's 'Live your way,' can help brands go beyond traditional advertising and attract youth.
- Alternative Art Mediums
- Using unconventional art mediums, such as tape art, provides an opportunity for disruptive innovation in the art world.
Who This Affects Most
- Mobile Telecommunications
- Mobile brands, like Si.mobil and ORTO, can stand out among youth by offering unique brand experiences and co-creation opportunities.
- Youth Marketing
- Creating campaigns that resonate with young people and allow them to express themselves can disrupt the traditional methods of marketing to youth.
- Street Art
- Incorporating street art, such as tape art, into brand campaigns presents an innovative opportunity for both street artists and brands.
