Overview Insights Branding Video Packaging The Linq brand was created to meet the growing demand for affordable smartphones in developing markets where the penetration of this technology continued to lag behind.
The project focused on crafting a compelling brand strategy for Linq, an entry-level handset tailored for price-conscious consumers. The initiative aimed to position Linq as a viable option to entice feature phone users to upgrade to smartphone technology, while capitalizing on the synergies with an MVNO service with local carrier partners.
The handset brand was strategically positioned under a distinct brand framework to optimize communication channels and to cultivate a unique brand imagery separate form that of the carrier partner. This strategic approach was tailored to allowed for the reutilization of marketing assets across different markets to help help yield significant economies of scale.
Qualitative user research uncovered pivotal insights into purchase barriers and critical technology preferences that are unique to the entry-level smartphone consumer segment.
Price sensitivity emerged as the primary impediment, highlighted by concerns over voice and data expenses when users forgot to turn off their data roaming settings.
These insights were leveraged throughout a close collaboration with OEMs in Shenzhen, China, which helped refine the handset's specifications, ensuring alignment with a targeted FOB price of US$20.
Essential features included an AM-FM receiver for data-free radio streaming, catering to users’ needs during their long outside work hours. Additionally, the integration of long-lasting batteries addressed the prevalent challenge of limited access to electric outlets in the targeted geographies. The incorporation of dual SIM capabilities allowed consumers to leverage top-up promotions, which was considered as an imperative requirement for many users.
The brand name "Linq" evokes a sense of connectivity that resonates with the aspiration for interpersonal and digital connections, while embodying a universal appeal. The name also subtly signifies technological advancement and innovation, and the intentional misspelling does not only add a sense of uniqueness, which helps in search engine optimization, but it also gives the brand a lighthearted personality making it more approachable for the target audience.
Digital animations can help build brand awareness and display some of the key features addressing crucial consumer needs. The bright colors of the flagship model were prominently displayed as an important brand element. In the animations the triangle motif is brought to life bouncing around the screen helping deliver entertainment, music, and sports inside the smartphone.
Short motion graphic videos can be easily optimized to be shared in social media, but they are also a powerful marketing tool that can be displayed at retail stores.
