We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
One2One: How advertising affected a brand's stakeholders
One2One: How advertising affected a brand's stakeholders
One2One: How advertising affected a brand's stakeholders
Mercury's One2One mobile phone launch in 1993 was not a great success due to a poor offer and the strength of its competitor Orange, so there was a need to regain confidence in the brand. A creative idea of 'having a one-to-one' re-launched the product in 1996 using various TV executions. The result was a growth in brand awareness and in customers. Estimated responses to the campaign according to Econometric Modelling - extra £199.3 million revenue could be attributed to £36.7 million adspend