Irancell is one of the second-generation (3G-4G) mobile operators and most prestigious and most recognized brands in Iran’s market that is active under license of MTN international telecommunication company.
This company provide many services on mobile platform that a part of them is allocated value added services. In this part, services such as SMS contests, RBT (RingBackTones) are provided that one of them is Pishkhan.
Content providing of this services assigned to content provider companies that Keylid Talaee is one of the powerful companies in content providing field.
Pishkhan is a service that a large number of magazines, newspapers, News and Web sites and publications are present in digital publishing large family and in this service, in per issue of publications excerpts of content and images send to their users base on MMS.
Due to the wide range of members of Pishkhan (more than 200 publications) This service will include thematic categories to this service has been targeted introduced and more favorable impact on engagement based on location, states, theme or occasion advertising campaigns.
Therefore, after targeting for this production, in Design department characters was trying to be made with relevant symbols to induce this sense to user effectively; for example; with joining to Apparently humor, The joker keeps with him to make him happy! And Similarly cinematic service and director with you...
In character design, technical elements, colors and character’s components such as shoes, hats, mobile internal image and other components applied sensitively to user understand the concept of character and the aim of this character induce to him (her) in one glance.
The purpose of choosing the slogan "Your concomitant favorite " and replacement the words "favorite" and " concomitant” (Instead of the usual dialog “Your favorite concomitant in Persian language) was that will induce the feeling that what user’s favorite with him/her, in other words the favorite adjective more prior than concomitant adjective that it’s result is a sense of respect for the customer or user.
In chosen slogan; in addition of considering technical issues, such as briefness and distinctness, it was trying to make sense of ownership to be given to a closer relationship between user and the product.
This campaign was activated for more than 1 year and send for about 1million user of MVAS Pishkhan Service and addition of characters evaluation, the characters published more than 15 times in prestigious publications of Iran:
- GOL sport newspaper
- KhatKhati Irony & Caricature magazine
- Mosbat cookie magazine
- Sarashpaz magazine
- Cinema industry magazine
- 24 cinema magazine