TVonics - brand creation

The task

“Create a brand for us, from scratch, in one of the most competitive market sectors where we face competition from some of the worlds’ biggest consumer electronics manufacturers. Oh, and we have to sell a lot of product.”

The solution

TVonics is a British manufacturer of digital television set-top boxes that came originally to Babel in 2006 as a start-up. It’s this early stage relationship we relish and we advised TVonics on market positioning, messaging and even product design and features.

The traditional approach to a consumer electronics launch would have been to focus attention on product reviews, but Babel advised the company that this work needed to be supplemented with activity that lifted TVonics above its competitors and established lasting brand values.

Babel exploited TVonics’ products’ low power consumption to establish ‘green’ credentials for the company, taking advantage of the media’s appetite for environmental issues. Babel also ensured TVonics was closely aligned with the UK’s ‘digital switchover’ process, working closely with digital terrestrial television provider Freeview to position TVonics products alongside the powerful Freeview brand. That work was enhanced by creative activity, including a picture story that saw TVonics boxes being used to resurrect old CRT TVs languishing at the dump. 

The result

TVonics is now a force in the market and its products are regularly and positively reviewed in the key consumer titles, both traditional and online. Those reviews provide the company with valuable third party endorsement and give retailers the reassurance that they have made the correct stock choices.