This project had two difficulties.

1) All the listed scopes of work had to be done in a very short time. Because the customer wanted to have time to launch before Black Friday. That is, our team had less than a month for everything, namely 24 days.

2) We had to figure out how to sell a completely new service to the Ukrainian market. Ukrainians already understand what a subscription to YouTube or Netflix is. And how a person can subscribe to the gadget has not yet been imagined. The peculiarity of the human brain is that the incomprehensible scares us away. In the language of marketers, a poorly positioned product sells poorly. Therefore, we had to very quickly and simply explain the essence of the subscription to equipment and the advantages of buying it on loan.

The monthly payment for a budu subscription is UAH 1459 per month. A similar payment when buying on credit, for example, the iPhone 11 (plus or minus) in hardware stores. The key advantage of subscribing to a gadget over a loan is that, after a year of payments, you can exchange the gadget for a newer model for free. For example, if you buy an iPhone 11 on credit, you pay it off for a year, and as a result, you have the legitimate iPhone 11. But this year, the model has already become outdated. And with the budu subscription, you also pay monthly for a year. You can use your smartphone from the very beginning, but after a year you can exchange it for a new model. For example, replace the iPhone 11 with the iPhone 12.

This service is for people for whom it is important to always be in trend with the latest gadgets, that is, representatives of the digital native generation. And we needed to explain the value of the service in the language of this particular target audience. Based on this, we chose a tone of voice for brand communication. It’s easy to feel it in this video.

1) We analyzed the main “pains” of the target audience and showed in a promotional campaign how the budu service solves them.

2) Corrected the business model.
3) We found the most affordable equipment suppliers.
4) We made budu.in.ua more user-friendly than a traditional online store. To select a model, color, or memory size, you do not need to open tabs and drop-down lists of characteristics. Here, a smartphone can be selected in a few seconds.
5) Negotiated and signed a partnership agreement with Monobank representatives. Subscriptions can now be made through payment in installments from three banks: Monobank, PrivatBank, and IdeaBank to choose from.
6) Added the ability to sign an agreement with the bank directly on the site, without the need to contact the bank branch.
7) Executed an advertising campaign, including the editing of 20 promotional videos and the creation of over 60 creatives for online and offline communication channels.
8) Printed smartphone cases through our Super Case service. Each budu subscriber receives a gadget in a branded case.

Vladislav Dabizha, art director of “Superheroes”: To develop the identity, we analyzed the services for the sale and rental of equipment. The main task was to be different from the competitors. Therefore, we chose a harmonious but contrasting color scheme — orange and purple. They match the bold message of the brand. We chose the basis of the identity — minimalism, as it correlates with the idea of ​​the service itself: no unnecessary actions to get the desired gadget.

The logo was made without the traditional capital letter at the beginning. This is the answer “Yes!” to simplicity, and the answer “No!” to the bureaucracy associated with the loan process. At the end of the logo, a stylized dot illustrates the slogan “I’ll be there.” The logo font (grotesque) was designed in a bold style using a single module. The shape of the point repeats the module of the holes in the letters. Thanks to this, the logo is massive but compact, expressive on any Media, and readable on any merchandise.

Tereshchuk Ilya, cofounder of “budu”: “A great feature of Superheroes is their interest and deep study of projects that fall into their hands. The team helped to build the House on the foundation that we came with. In the shortest possible time, we figured out all the subtleties and details of the project, and also took the initiative and helped to look differently at aspects of the business not related to marketing. Most importantly, Superheroes are punctual and keep their promises”.