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Title of the Campaign:
LMT Rebranding
Contest category: Corporate communication
Summary (100 words max)
Telecommunications market was saturated; competitors outperformed LMT on price and
media spending. LMT had lost customer loyalty, was seen as outdated, identity was 20 years
old, and it lacked a unique positioning. We created a brand platform that engaged and united
all the stakeholders. We took an emotional stand that Latvia is the greatest place to live. It
was communicated with bold moves – logo change, business solutions, customer
engagement. As a consequence we increased the value share, stopped the bleeding of
customers, increased emotional and rational loyalty, and grew the potential to attract
competitors’ clients.
Pre – research/situation (200 words max)
The market was saturated – everyone owned a phone, three leading brands had equal
market shares and awareness. In addition competitors outperformed LMT on price and media
spending. Since 2012 all the operators had introduced flat rate tariffs therefore products in
this industry were commoditized.
As a consequence our quantitative research and focus groups showed that price was the
leading choice factor. Our client historically had competed on quality, technology and heritage
(it is the first operator), all the criteria that had become irrelevant to consumers thanks to
competitors’ price wars. In the new market situation LMT faced loss of customer loyalty, was
perceived as outdated brand both visually and philosophically, and didn’t have a
differentiating positioning.
At the same time our research showed that our most loyal customers are the drivers of the
economy. They rely only on themselves; they act vigorously to reach their goals; they are
more optimistic about the future of Latvia and themselves. What our consumers lacked is
someone who instead of positioning Latvia as a land of losers took their stand and showed
that Latvia is a land of opportunities. In PR we had to focus on positive messages not the
traditional scandals and negativity.
Challenge (50 words max)
Market was saturated – everyone owned a phone, three leading brands had equal market
shares and awareness. Competitors outperformed LMT on price, media spending and had
copied LMT’s products. As a result LMT had lost customer loyalty, was perceived as and
outdated brand, and didn’t have a differentiating positioning.
Objectives (150 words max)
 Marketing goals:
o Maintain ~50% market share in terms of sales
o Increase market share in terms of value by 2-3%
o Maintain the number of private clients at 550K, total clients – 1.05mio
 Communication goals (based on TNS Conversion model):
o In two years increase index “power in the mind” from 20 to 24 points (emotional
attachment towards brand)
o Maintain absolute value of “attachment index” above 69% (long-term loyalty)
o In two years increase the absolute value of “attraction index” above 12% and keep
its relative value above 111 points (potential among competition’s clients)
o Strengthen LMT’s positioning in primary target segments – Competent and
Assertive; secondary increase LMT’s attractiveness among competition’s clients
Strategy (150 words max)
New brand platform was chosen as a central strategic solution to reestablish emotional
connection with clients, employees, and society. Using market research and business insights
we defined the following:
 Brand uniqueness – we are locals from Latvia therefore we strive to do our best and
invest in Latvia’s people;
 Values – we inspire people with real examples and actions to cooperate, grow, and
lead exciting lives;
 Mission – we shorten everyone’s road from ideas to actions.
We set three criteria for communication activities that were inspired by target audience’s
characteristics:
 Use phenomena and humor that is unique and characteristic only to Latvia;
 Exploit provocation and contradictions to inspire discussions and engagement;
 Glorify everyday and local things to inspire pride and motivate action.
 Back-up each communication activity with a real and bold business action from LMT
like:
o 4G roll-out and smartphone accessibility
o Support for SME sector
o Improvement of client service etc.
Implementation (200 words max)
We structured the communication in four parts:
 Intrigue – motivate discussion among media and employees about upcoming
changes. We used LMT’s own channels (social media, web page, client service
centers), public relations, and internal communication.
 Rational campaign – explain the changes in business and brand identity to wider
public and media in particular. We use our own channels, mass media, and PR to
maximally expose the new identity. A media kit and creative PR solutions were used
to pragmatically inform about the changes. Different events and surprises that
embodied the new brand platform were created to reach media and employees.
 Emotional campaign – inspire society and employees with the new identity. We used
media with high public reach – TV, banners, and outdoor solution. Special emphasis
was on PR and social media were solutions like applications, a crowd-sourced movie
“Latvia through the eyes of people”, management board’s roadshows throughout
Latvia were used among many other activities.
 Affirmative campaigns – cement the new brand platform with completed and new
LMT initiatives and inspire optimism in Latvian society. We used 6 communication
periods that used the same message but each used a different driving topic – 4G,
SME, smartphones, service.
Documented Results (150 words max)
 Marketing goals:
o ~50% market share in terms of sales
 Result: 51.6%
o Increase market share in terms of value by 2-3%
 Result: growth by 4.9%
o Number of private clients – 550K, total clients – 1.05 mio
 Result: postpaid private clients – 570K, total clients – 1.087 mio
 Communication goals:
o In two years increase index “power in the mind” from 20 to 24 points (emotional
attachment towards brand)
 Result: 23 points
o Maintain absolute value of “attachment index” above 69% (long-term loyalty)
 Result: 72%
o In two years increase the absolute value of “attraction index” >12%, keep relative
value >111 points (potential among competition’s clients)
 Result: absolute value – 13%, relative value 141 points
o Strengthen LMT’s positioning in primary target segments – Competent and
Assertive

LMT has strengthened the positioning in these segments and has
remained the only operator brand within them.
Confidential Information (not mandatory) (100 words max)
Links
Please provide any relevant links that might help the Jury to evaluate your application. Links
must be available online until November 14, 2014.
LMT Think-do campaign case study
URL
https://vimeo.com/96566481