Eniro – how the Helpers came into the world
Ogilvy and Eniro have collaborated since the very first launch of the Eniro brand. That was in 2003, and Eniro was completely unknown. During the first three years we successfully built brand awareness for Eniro, parallel with image advertising and tactic marketing for the co-brands Gula Sidorna (Yellow Pages), 118 118 (enquiry number) and eniro.se (the web service).
In 2006, competition in this business area was a lot tougher. Schibsted had launched the brand Hitta, Google had presented services in direct competition with Eniro and 118 100 had increased their media investments considerably. New players in the market regularly turned up. To keep up market share for Eniro and maximize the value of media investments, we needed to communicate one brand with one single voice.
This was the starting shot for the Helpers, the friendly little assistants from Eniro. There are four Helpers. They each represented one of Eniro’s services. Initially we showed them together, but while the concept was being established, we allowed them to show up on their own. Since the first launch of the Helpers on TV in March 2006, they have been telling Swedish people about the Eniro’s products and services in all available Swedish TV channels. The Helpers are the communicative link
Time to be personal
In autumn 2007, the Eniro brand was stronger than ever. Thanks to the Helpers, we have furthermore strengthened both spontaneous awareness and brand preference – in spite of a radically decreased share of voice through the competitors’ increasing investments. The spontaneous awareness is constantly over 70%, the preference 40% - second market actor reaches only just above 20%. But there were still challenges left.
Although people knew Eniro and used the services, they looked on the brand as anonymous and rational. The Helpers were appreciated but not very clear speaking. We needed to give them and the brand a touch of personality.
It was time for the next phase. We started to formulate what Eniro represented, Big Ideal . ”Eniro believes the world would be a better place if life contained more ! than ?.” This concludes in one sentence both a clear vision, and what the brand can do for you. We all want some more exclamation marks in our lives, some more memorable moments. Instead our lives contain too many question marks and unsolved problems. Why not take a little from Eniro?
Starting with this ideal, we thought about how the Helpers would express themselves. We soon realized that we had to get to know them better. The yellow little assistants should be more personal to the Eniro brand. We produced some commercials where we let viewers see the reality, when the camera is off, in special moments when the Helpers can be natural people with a job and a private life, not only commercial icons
Eniro - Löneförhöjning
Eniro - Öppetider
The Helpers also got their own website, hemsida where you can find the commercials. Print and outdoor advertising was signed by the Helpers, and the ads were given a made-at-home feeling, made by the Helpers themselves, not an agency. The radio spots are short talk shows and the entire concept is fully integrated in all media channels. As a result, Eniro has kept its strong position on the Swedish market, more than 70% awareness, at the same time as we find an increased preference compared to Hitta.