To reposition the UPC brand in such a way that allows it to maximise its contribution to the company's efforts to achieve its targets via 4 strategic elements: A strong vision, an authentic approach, a simplified brand structure and an engaging new logo.
The powerful new vision will be driven by a new way of thinking at UPC:
A belief that this amazing, but often complex, digital world is for everyone. UPC will work to make this happen by bringing simplicity and a real human touch to everything we do.
The core message is our new slogan - Simply for everyone
Objectives and target group
UPC is ideally structured to meet the needs of the mass market. Our strong entertainment heritage provides us with a strong base to meet this audience. Based on the needs of this market we have kept our communication messages simple and focussed on the experience and not on the technology.
For the relaunch of the brand UPC has focussed on a mass market approach with various media creating the mix: TV, Outdoor, print and online. The core message is that UPC is changing and making the services we offer "Simply for everyone."
Execution and implementaion
The main product message is Multiplay. It was chosen as UPC is in the position to offer all services to their clients and research has shown that consumers are looking for that simplicity and service from one brand.
The campaign drives the vision and the supports the claim of simplicity and delivering with a human touch.
The beauty and serenity of the TV spot brings consumers on a simple journey though the product and services that UPC offers. The use of the new logo in its animated form creates a warm and powerful effect that engages consumers.