CRAFTED FOR WINNERS
CRAFTING A NEW CATEGORY
It’s a great challenge to be asked to create a category that doesn’t yet exist. This was the job we were asked to do for Vertu – a luxury mobile phone manufacturer known for creating the first electronic devices to carry a Swiss gold hallmark. Handmade in England, the handsets are considered a must-have status symbol with entry level prices starting at £4,000. When they came to us, Vertu was a division of Nokia and the brand lacked any sense of clarity and consistency in what it stood for and who it was aimed at.
THE FIRST LUXURY PHONE BRAND
Calling identified a definitive audience for the brand – ‘Trophy Hunters’. These ambitious, competitive and highly mobile people work hard for their wealth and choose luxury products as a sign of status and achievement.
Working closely with Vertu’s engineers and craftsmen, we interrogated the product to understand the integrity of the design and materials to capture this understanding in the brand story.
The brand idea ‘Crafted for Winners’ emerged from this work, along with a confident tone of voice and visual style that would bring it to life in store and communication campaigns.
Our relaunch strategy and campaign management systems delivered consistency and flexibility for Vertu’s partners to adapt around the world. Vertu is now renowned as the world’s most desirable (and expensive!) mobile phone brand, sold in more than 60 countries.
To bring the brand to life, we worked with the Vertu design team and used customer insight and the brand strategy to inform product development and brand collaborations. These have included an exclusive ringtone composed by 007 composer David Arnold, and collaborations with Ferrari and French jewellery house Boucheron.
We also produced a range of marketing and communications materials that capture the brand to perfection. The transition from brochures and online, to in-store is seamless. The shopping experience positions the brand as an equal amongst its peers in some of the world’s most exclusive shopping destinations.
CRAFTED BY WINNERS
141% REVENUE INCREASE IN YEAR 1
Following the launch, revenues increased by 141% in year 1 based on like-for-like marketing spend, and grew exponentially from then on.
Our work has been recognised in the Marketing Magazine Design Awards for store design and advertising in 2005 and we won a Marketing Society Gold for International Brand Development in 2007.
"The value of the company is in the Vertu brand, rather than its technology...”
In 2012 Nokia sold the brand to EQT, a Swedish private equity firm. According to the Financial Times, “the value of the company is in the Vertu brand, rather than its technology, and the potential to increase sales among the emerging wealthy in countries in Asia and Middle East”.
"The team at Calling Brands are a pleasure to work with, and impress in two key areas: firstly, they consistently demonstrate a hunger to learn more about Vertu's consumer and work with the Vertu team to turn this into powerful insight. Secondly, their broad range of skills allow them to turn this into high quality work across the full spectrum of communication. They are true partners in our success."
CHRIS HARRIS, MARKETING DIRECTOR, VERTU