Vonage had to enter a space already saturated by big name competitors, (with much larger budgets) to ultimately convince US Hispanics that its unlimited calling was the smartest way of calling internationally… but as many competitors relied on the ol’ bait and switch tactics to lure new consumers in and then ‘surprise’ them with undisclosed fees and high per minute rates, Hispanic consumers were very skeptical…
The general public retail campaign was in market years before the Hispanic specific outreach began, but contrary to the GM target, our Hispanic consumers were older, less tech-savvy, heavy international long-distance callers, price conscious, and heavy users of calling cards. Very few were familiar with Vonage and of those few even less understood how the service worked and the savings it represented.
How we did it:
An initial diagnosis told us that Hispanics didn’t even know what was the right way to pronounce Vonage. So we realized we had to make it more digestible creating a signature that worked as a memorable mnemonic device and as a brand statement at the same time.
We based it on a well known selling phrase from the street-markets: Bueno, Bonito, Barato or “good, beautiful, inexpensive”, but with an irreverent twist, we slid the brand into by switching the “b’s” for “v’s” (ignoring blatantly the proper spelling). Thus “Vueno Vonito Varato” was born.
From there we created a completely original retail campaign for the Hispanic market that was a big success and won a 2011 Davies award for its effectiveness.