“The world should be more Pepe” is the claim with which PepephoneTelecommunications brand of the Masorange Group, collects its market proposal for a few years. With him the company has highlighted, among other things, its transparency, simplicity or service philosophy. Now that world gains prominence in its new communication strategy, designed by the agency Torreblanca penguin.
The brand is giving More prominence of Pepeits emblematic character, and the world that surrounds him as a lever to make his guiding principles more visible. “The world should be more Pepe” He moves away from the tactical approaches that have characterized Pepephone’s communication so far and raising his brand speech by exposing his values.
Thus, the new campaign Tangible that world in an entire planet in itself that has Pepe as an epicenter. It is a planet that seeks to reflect the simplicity, honesty, transparency, optimism and good vibes with what Pepephone claims to identify. Specifically, the piece highlights human talent in its customer service, as well as one of its rates.
Has had the producer We are Black Box and the animation and postproduction study Makmac.
In addition, the brand ha evolved the aesthetics of the character, which has gone from a 2D representation to a 3D. This is the second change that Pepephone’s pet experiences over the years, moving from a more scoundrel and casual to a more youthful and innocent one.
“Pepephone is a brand of another planet”; Mariano Casares, brand director at Masorange, has commented through LinkedIn.”It is a real luxury to work for a brand with such solid principles: the world should be more pepe”
For its part, Ampo Sologestoa, brand manager, communication and branded content in Masorange, has emphasized pointing out: “Hopefully the world was a more Pepe world. A more human, more honest and more empathic world”
The objective is to capitalize at the strategic level the communication asset that is Pepe character, As explained by Pingüino Torreblanca in a statement, he was being wasted. “Many times, the brands, almost always because of their agencies, undervalue their pets and characters, blaming them that communication does not work, when, in reality, the fault is not of the character, but of the way in which it is used”They comment.
They also explain that the novelty of the new brand platform is that it recreates the world of Pepe, and shows it to users as it understands and feels the brand itself. “Thus a new communication path for Pepephone is born, with which we are delighted, because it is much more like Pepe”, Says the agency.“A visual and conceptual path to tell things clearly, without complicating our lives with wiring stories, because the character and his world are already transmitting an important part of the message”
