Hei! A case study by

Valve

Sonera – Koska Mä Voin / Just Because I Can

Client: TeliaSonera

Sonera – Koska Mä Voin / Just Because I Can

We live in a world that is constantly changing. People’s everyday lives are changing, their preferences and tastes are changing. Successful brands must do the same, they must change.

Sonera – Koska Mä Voin / Just Because I Can

We live in a world that is constantly changing. People’s everyday lives are changing, their preferences and tastes are changing. Successful brands must do the same, they must change.

In the end of 2014, Sonera and Valve King joined forces to tackle the challenges posed by the rapidly changing landscape of the entertainment service provider and communication technology markets. Together the two drew up a plan for yet strengthening Sonera’s position in its own sector and making it the number one brand in it.

The whole process begun by crystallizing our understanding of what exactly appeals to the target audience, how people in it spend their time and how they build their relationships with brands.

We churned out a profound and comprehensive understanding of our target audience, covering data on everything from their fundamental values to their leisure time activities. The values in the heart of Sonera’s entire business provided the framework for the emotions and impressions that the Sonera brand should provide and communicate to its customers.

One of the most important insights was that people no longer need to be informed of what products and services Sonera offers and where it does it. We had to aim higher than that.

We gave the hero’s cape to the consumer. We wanted to distance the Sonera brand from a brand image where the brand tells people how to act. Instead, we wanted to encourage people to live more by their own conditions, to view life from their own perspective.

Together Valve and the client decided to renew Sonera’s tone of voice and visual brand identity. We wanted Sonera’s marketing communications to reflect the company’s position as an international forerunner in its field. We also wanted to ensure that the new brand stands out from the competition and from the Finnish marketing scene more broadly.

We wanted the world to see that Sonera was changing with them.

Our journey has only begun. Jump along and enjoy the ride!

Together with Sonera, Valve created a new marketing concept for the client’s consumer and business oriented operations. Valve’s diverse and extensive marketing competence was profited in its totality in planning, producing and implementing the new Sonera brand: Valve created the strategy and creative concept, supported Sonera in its internal and external communications and produced the films and their speak overs and the digital display ads. Valve also participated in conceptualizing the new brand identity in Sonera’s website.

Finland

Lapinrinne 3,
00100 Helsinki

Jorma Maaninka
Contact Jorma Maaninka


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