OREANDA-NEWS. April 13, 2011. The European discount operator, Tele2, and the Red Keds Agency presented the “unpacking” of the Homaphone to the Russian public. They demonstrated their idea of a unique telephone for unlimited communication. Combined with Tele2 Tariffs, Homaphone guarantees unlimited conversations.

Unknown to the public, the RosHomProm Company demonstrated an innovative hamster-powered telephone model during a private show earlier in January. The device operates on a very simple principle – powerful muscular energy of an adult hamster. It raised a flurry of questions from the general public and the mass media. It became clear that this telephone is ideal for unlimited conversations if subscribers are not limited by high communication prices.

Today, Tele2 revealed the secret behind this innovative telephone. Both objectives and results of the creative Homaphone project were presented; the initial idea was worked out together with the Red Keds Agency.

According to company data and the results of a survey conducted when information on the Homaphone was revealed to the public, more than four million people were attracted by this project, and 65% of them were people residing in regions covered by Tele2. We were convinced that there may be a great demand for such a phone among our subscribers, especially if it were offered at unique communication prices. The same as usually offered by Tele2.

Vasiliy Lebedev, Design Director of the Red Keds Agency :

We had an important task to carry out – quickly and clearly inform the public that Tele2 offers the best ratio between price and quality. As we were managing the project together with this unusual and provocative discount operator, the best thing to do was to take a calculated risk and launch a virus advert campaign. This approach enabled us to achieve the best results, and reach the largest possible target audience.

Polina Pashkevich, Head of Brand and Marketing Communications, Tele2 Russia :

Tele2 searched for and continues to search non-standard ways to promote its services. This project was directed at an Internet audience. In order to achieve the same result that we got from Homaphone (for example, through banner advertising), we would have had to increase our budget by 10.9 times. Therefore, this non-standard approach enabled us to spend less money on communication; it works much more effectively to attract the audience’s attention. As we are able to save more money, we can continue to offer low prices. In the very near future, subscribers from one of our regions will be again convinced of this fact – they will be offered a unique tariff at a uniform price for outgoing calls to all telephones in the city and region. Of course, this price will be unbelievably low!