A new brand enters the telco market with a radically straight-forward approach: 100% digital (thanks to new eSIM tech) with only 1 plan, 1 price and 1 app. Our task was to create the brand identity and communication strategy – and all that on a super-tight budget, of course.

Our ambition for the brand’s identity was to match the product’s simplicity. The idea was to reduce everything to pure functionality and just “be frank” about it. We started by making “frank” the brand’s name (OK, “fraenk”, so the Germans know how to pronounce it).

We wanted to generate learnings about who the eSIM will change the industry.

We wanted to understand how to market a mobile plan without spending Millions.

We wanted to conquer the discount market segment by getting rid of everything which is not needed for a good mobile plan.

Well, within the first eight months after launch, fraenk generated more sales than two competitor brands for mobile plan app in 12 months together.

After our fist brand campaign, brand search queries increased by 500%. One in 10 users came to the website through OOH advertising. Ad recall on Spotify was +40%. And yes, "true simplicity" also made sales: the install-to-order ratio was 15% above the industry average and only 5% of customers would not recommend fraenk to friends.

After we had the name, we applied it to the everything else. Tonality: be frank. Communication strategy: be frank. Even the design language was reduced to pure functionality. “fraenk” became a one-word brand identity, thereby achieving, what the product is all about: true simplicity.

fraenk got its own design længuage. And it absolutely worked. Brand search queries increased by 500% over the first brand campaign period. One in 10 users came to the website through OOH advertising. Ad recall on Spotify was +40%. And yes, "true simplicity" also made sales: the install-to-order ratio was 15% above the industry average and only 5% of customers would not recommend fraenk to friends. So, it works to be fraenk.