Every promotion looked different
New style, new imagery, new tone – customers did not recognise at first glance who the message was from.
mobilcom ICT: How mobilcom ICT found Fux.
mobilcom ICT wanted advertising that people recognise instantly. We developed Fux – a fox who has appeared in the campaigns ever since: in the feed, on WhatsApp, on screens, in video, on posters and on the vehicle.
In brief: Client: mobilcom ICT GmbH, a mobile phone shop in Liestal with personal advice. Task: a recognisable brand face for all channels instead of campaigns that start from zero every time. Delivered: Advertising Media Studio (digital brand character) and Product Commercial spots. Result: a character that is recognised in all the channels shown.
Starting point
Visible, but interchangeable.
No face for the brand
People flick past logos. A character creates closeness – people recognise it like someone they know.
Every visual from scratch
Without a system, every campaign required new ideas, drafts and rounds of coordination.
Local market
A local provider needs a presence that people in town recognise.
The selection
Twelve directions, three characters, one choice.
Instead of a single idea, mobilcom ICT received twelve figures with different personalities, directly comparable. This let the client make a reasoned decision.
Three characters
Eleona, Simon and Fux: three characters to choose from.
Any of the figures would have worked – but only one fits the brand, target group and tone. The choice fell on Fux: distinctive enough to stick in the mind, friendly enough for any message.
Campaigns
One character, many topics.
Advice, technology, accessories or switching devices: the topic changes, Fux stays. That is how recognition builds – visual by visual.
In everyday life
Straight to the phone.
The same character who appears on the poster also gets in touch via messenger – without looking like a different brand.
Outdoors
Poster, City Light and vehicle.
Even when the format changes, Fux remains the familiar face of the brand – as recognisable to passing traffic as in the feed.
Moving image
Fux on video.
For Stories, Reels and shop screens, we animate Fux – with the same visual style as every poster. Videos only load when you play them.
Portrait format for Stories, Reels and WhatsApp
Square format for the feed and the screens in the shop
Product spots
Two product spots, one standard: designed for vertical viewing.
We produced both spots for vertical playout in 9:16 format – with a poster frame, a clear opening and an end frame (Product Commercial Studio).
Next step
Develop your own brand character.
In the introductory call, we outline what a digital character could look like for your business – and which campaigns could come out of it.