Client
Romtelecom

Design Consultancy
Siegel+Gale Ltd
Victoria Leavitt
020 7553 9020
vleavitt@siegelgale.com
www.siegelgale.com

The Challenge
Romtelecom, Romania’s fixed line telecommunications operator, wanted to become a truly multimedia company and shift its focus from voice to broadband and content but it was suffering, with high numbers of subscribers leaving its services. As a former state-owned organisation it also had old fashioned and ‘grey’ public image. At the beginning of 2006 it had ambitions to enter the digital TV market in Romania, but there was tough competition in what had become a largely price-driven market.

The Brief
Siegel+Gale were asked to create brand positioning and identity that would position Romtelecom as a friendly, forward-thinking organisation offering attractive alternatives to existing services. The new satellite TV brand aimed to reduce the churn among Romtelecom’s fixed line customers and move the company towards a quad play offer of TV, broadband, mobile and fixed line services. Key targets included achieving awareness of the new brand among 50% of people six months after launch and gaining 200,000 subscribers at the end of year one.

The Design
Dolce, the Latin-based international name chosen, appeals to Romanian speakers and reflects the ‘enjoy yourself’ attitude of the brand. Siegel+Gale created two distinct but complementary elements, the Dolce wordmarque and Dolce support graphic. The identity’s vivid colours celebrate variety and richness of experience and stands out in the largely monotone brand environment of the Romanian marketplace, while the soft and rounded bespoke typography used for both elements imply a sense of fun and ease of use.

The Results
The target for the £220,000 (Euro 323,600) project was to gain 15,000 orders in the month after launch in November 2006. In fact, one month later 88,200 people had signed up, exceeding target by 500%. Romtelecom could not fulfil this unprecedented demand immediately, meeting around 25% of orders, but went on to achieve an installed subscription based of 190,000 five months after launch. By May 2007 it had achieved a 23% share of the satellite TV market and a 7% share of the pay-tv market. The brand also met its target of achieving awareness among 50% of consumers five months ahead of schedule.

Bronze
Corporate / Brand Identity – Design and implementation costs over £100,000