Fluke
Fluke is a 100% digital cell phone operator, which emerged to solve an issue that everyone in Brazil seems to hate: telephony. The startup from São Carlos, in the interior of São Paulo, was created to be the best telephony option for Brazilian university students.
Challenge
Fluke needed to translate the company's characteristics into a brand personality that the team could put into practice and deploy the work created, even without a large marketing area, and find ways to explain Fluke's difference to large telephone companies.
All of this without ceasing to bring credibility that the service works in a market with 45% churn and with the target audience becoming less and less trusting in advertising. Brands are important as a set of values that represent companies, but not as identity definers.
Performance
Fluke does not have infinite marketing budget, a team with thousands of people,
It's not about being an innovative operator that deviates from market standards: it's about not being an operator.
That has no plans, negligence and beautiful propaganda. But it has authenticity,
humanized service and customer trust.
The visual development was an evolution of the brand that was already in the MVP.
Resultado
"We don't promise anything we can't keep."
This statement is the opposite of everything that any traditional telephone operator does. No wonder, the market has a churn rate of more than 45% and an audience that is increasingly distrustful of advertising.
Just like Fluke. Instead of plans, it sells data that does not expire at the end of the month.
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Fluke raised R$5 million after the work.
