What happens when a marketing business works for social change? Marketing agency LUON was looking for a better way to contribute to charity. And this is how Ello Mobile, the first company of its kind in Belgium was born. Based on a simple idea: People call, text and surf the web on their phones, Ello donates.
While appealing to their generosity, Ello first provides real value to its users. 100% of Ello Mobile benefits go to a selection of charitable projects. Some of us care more for animals and want to support the WWF, others care for human rights. Some take the fate of refugees in Lebanon to heart. But why couldn’t everybody choose to donate to the cause they related to the most? With Ello, everybody choose to donate to the cause they related to the most. Ello Mobile became the first profitable mobile phone company dedicated to non-profit. Relying on word-of-mouth rather than on a traditional advertising budget.
To relaunch the brand in 2010, LUON was looking for ideas to reconnect Ello with its audience. The answer was the Ello family, a set of characters designed to liven up the brand. Each character has a unique role that makes Ello more personable. Mama, Papa, Ella, Youpi and O’papa, along with some friends all played a role. Most of all, the family mascot: Schmutzenbacker, a witty white rabbit stands for the spirit of Ello. The characters appeared on the Ello Mobile portal. Illustrations and animated stories, email marketing, social media presence and print communication. We designed all Ello Mobile stories from June 2009 until December 2016. Over the years Ello Mobile donated over a million euro to social and ecological projects.
Working closely with LUON’s copywriters and Creative Director, we first sat down to define the spirit of the brand and its objectives. We then developed the visuals and stories, starting with sketches. The collaboration went smoothly over the years as we safeguarded Ello with each update.
Client: Ello Mobile
Marketing Agency: LUON