Since the brand Slovak Telecom was offering mostly voice contact services via landline, it was perceived as defaultly nonmodern and was not present on the shopping lists of online people. Therefore, in the era of mobile and internet communication, the brand had to change to a modern trendsetter.
Mind-share marketing would use the method endorsed by a century of advertising: I will keep repeating to you that I have changed from a non-modern brand to a modern one, until you understand (I don’t care whether you also believe it). Archetypal marketing brought us to the knowledge that what people believe in most is their own experience. And so, instead of the ineffective airing of the message “I changed” on which mind-share marketing would build its strategy, we presented T-Com through the first truly interactive campaign which allowed people, from the first second, to sense “on their own” keyboard that T-Com belongs to the online world of internet brands. And, of course, all that with a significantly smaller marketing budget than our competitors, or less than would be needed by a commoditised, non-differentiated mind-share marketing campaign.