Rebranding and communication strategy

CLIENT

ChipChip is a chain of reuse equipment stores for which we have been building a brand for 4 years, from naming to scaling the network across Ukraine. All of this is thanks to a well-thought-out marketing and business strategy that brings significant results and profit

TASK

Together with the client, we realized that the business had outgrown the positioning developed then and was ready for change. So, it was time to increase the market share and capture a larger target audience.

RESEARCH

We analyzed competitors and our customers. We explored all aspects of the marketing jungle.
With a new look at the brand, we held a strategic session to coordinate it with the ChipChip team.

CONCLUSIONS

1. We expect the second-hand equipment market to grow in 2024.

2. Each direct competitor increased the number of sales outlets in 2020-2023.

3. High market competitiveness in the e-commerce segment. We are expanding offline.

4. ChipChip is well-known by its recommendations. We made the brand more visible.

5. Our direct competitors in the second-hand equipment market mostly lack clear positioning, branding, or advertising campaigns and thus offer no added value. That’s why ChipChip has entered the market competition with new equipment stores and presents itself accordingly.

Competitors often talk about price advantage. We chose a new field of meaning for ChipChip.

We have identified several insights that are building a roadmap for change.

CONSUMER INSIGHT
Our target audience wants to make a quick purchase without any financial restrictions on themselves and their families, long years of loans, or savings. Come—see—buy.

WORKING WITH BARRIERS
ChipChip has selected laptops! The idea of reusable technology can cause distrust among consumers. Therefore, to overcome the barriers, we focused on selection—only champion laptops got into the store.

BRAND

Now ChipChip is a modern brand of convenient online/offline stores of selected laptops, which strives to ensure that every Ukrainian can quickly buy a technological tool for leisure and work.

We are selected and reliable.

We are a quick solution for any of your goals.

We are always open to you and on the same page.

OUR ESSENCE

A BRAND LEGEND

ChipChip has grown up and become an adult. Now he has other goals in mind, such as creating a culture of consciously renewing technology without harming the planet and inspiring people to live life to the fullest. But at the same time, he is still the ChipChip you’ve met before, just as confident and joking as ever.

This maturity of his just makes you confident in him, in his speed, in the selectivity of a laptop that has been tested better than an astronaut NASA.

BRAND ATTRIBUTES

– We are introducing a test drive. This way, you can quickly complete tasks that require a laptop, check whether this model is right for you, or see if your favorite game will run on it. How does it work? Just come in, leave a deposit to cover the usage days, and if you like it, you can purchase it.

– We have a service center in every store. This means we can quickly service the equipment right where you bought it.

ADVERTISING

Big idea

‘If you want it fast, you can do it fast’.

For our target audience, we will emphasise that with ChipChip, there is no need to save – you can buy it right away.

VIDEO

We wanted to show typical situations in life when it is so difficult to choose because you want the be-e-e-est, it takes a lot of time. Even in relatively simple, everyday decisions.

But at ChipChip, you don’t need to choose, everything has already been selected for you and your quick purchase.

And the magic of the videos starts with the storyboard.

The advertising campaign is serial and multifaceted.

MEDIA CAMPAIGN.

The company launched an offline campaign in Kyiv, Dnipro and Kharkiv. We used billboards on the streets, subway models, flyer distribution and other activations. We also took over online banners and gifs for Google and Meta.

THE SECOND ADVERTISING WAVE

We’ve already made a memorable image, so it’s time to tell more often about the laptops we have. We want those who have already seen us to make a final purchase decision.

Features.

New products with new positioning.

AND MORE…

– Laptops now talk!

‘Hello, I’m a handsome man, so I can win all the awards in the latest game, create the most creative design project, or save up for a new car’

‘Hi, I’m the family favourite, so I can watch all the videos on YouTube, close the session for hundreds, and be in time for all the classes in Zoom’

‘Hi, I’m a traveller, so that you can be everywhere and anywhere, and I can always be there for you’