Client
Asbis
Industry
High tech
Services
Communications, Consultancy
From Zero to Hero: The Story Behind Launching IT Brand Prestigio
Challenge
When we started working with this brand, one of the many under the umbrella of Asbis, we faced a significant challenge: the brand’s recognition was practically non-existent. It was difficult to position Prestigio as a true competitor in a market dominated by giants like Samsung and LG, especially given the limited marketing budgets compared to those industry leaders. Yet, we embraced the challenge with determination.
Approach
We started with research. We analyzed the current market landscape and identified applicable positioning strategies. To be frank, the brand did not possess the characteristics of an A-brand, but that space was already firmly occupied by two Korean vendors. Instead, we focused on capturing a market share that was beyond their reach, emphasizing a more competitive price while offering a more comprehensive set of features.
We developed a communication platform and a creative strategy for a one-year campaign. Given that the brand’s portfolio included multiple high-tech products—such as smartphones, tablets, dash cameras, and GPS navigators—we came up with the slogan “Your Next Device.” It was designed to resonate with different purchasing scenarios: buying a first device, upgrading an older one, or expanding within the Prestigio ecosystem.
Our approach was omnichannel, ensuring presence across multiple touchpoints. We executed outdoor advertising, branded digital platforms, and strengthened the brand’s visibility in key retail networks across the country.
Our scope of work was extensive, covering brand refinement, the creation of a cohesive communication platform, and its full implementation. We tackled comprehensive branding tasks, from designing messaging and positioning to creating in-store materials and refining point-of-sale equipment.
Impact
We ended up with research. Explosive growth in sales and significant recognition from leading tech retailers. Post-campaign research confirmed remarkable progress: brand penetration in key retail outlets increased substantially, and brand awareness soared to new heights.
In the highly competitive smartphone category, sales were solid, but in less saturated niches, the brand began to show signs of dominance. We virtually took over the dash camera and GPS navigator segments, establishing a strong market presence.
With a bold and calculated approach, Prestigio transformed from an unknown player to a recognized name in the tech space, proving that with the right strategy and execution, even the most daunting challenges can lead to outstanding results.
