Formula has a pit stop during the race. All technicians change the wheels very, very quickly. But one of them is a snail. He can´t keep up with them. The wheel is not sets up but formule starts .
Philosophie
Strategy was to strictly define QUICK from other brands. The main communication argument was the quickness of the connection, which was unique on the market. In commercials we devide the world on snails and Quick people.
Problème
There were 4 providers on the market with the same product - free connection to the internet. All competitors were communicating freedom of movement or connection on internet. We need to be unique.