Know Before You Scroll - Rebranding a legendary game

Telenor Bulgaria is one of the biggest mobile operators in Bulgaria. As part of its “Safer Internet” CSR initiative the telecom is organising a now yearly contest aiming to increase awareness on online safety and to provide teens with comprehensive tools to preserve privacy and keep them safe online. 

After a major success in 2020, Digital Scouts came back in 2021 with two editions: Summer and Autumn. 

Expand the reach of the campaign and to position Digital Scouts as its own brand. 

Challenge accepted. 

The redesign was in equal measure a re-brand. Central to success would be establishing a new app structure, and an aesthetic and communication strategy that expressed the young spirit of Digital Scouts while offering a killer user experience would be the key to success. 

We decided to develop the “scout” as its own character, upgrading it to the visually appealing ambassador of the brand. Our key visuals include elements serving as the link between the real and the digital - “bird” chat bubbles and letters, octopuses with credit cards, snakes loading online videos - we had it all. The visuals are inspired by the Japanese comic book style manga, which is gaining popularity around the world.

We also came up with a new logo and slogan: Know Before You Scroll. 

This year the app had teens resolve situations and challenges rather than simply answering questions which greatly increased engagement and downloads. 

GenZ campaign is nothing without influencers and we had only A-list in our strategy. We also joined the biggest teen event - Teen Boom Festival in Burgas where we had two tents, a photo wall and an Instagram challenge with many surprises and gifts. The digital campaign was also heavily promoted on our social media channels as well as via marketing collateral at the event. We produced print materials, flyers, stickers, pins and of course our photo wall which became the star of the Teen Boom fest. 

Traditional media: 

Total views: 320 237
Total impressions: 1 614 460

Digital: 

12 Instagram posts
48 Instagram stories
5 IGTV posts
3 Instagram Reels
6 Tik Tok videos
2 YouTube videos

Generating: 

App downloads: 22 000
N1 app in Education on Apple App Store and Google Play Store

Posts Reach: 562 622
Posts likes: 20 641
Impressions: 779 83
Tik Tok views: 190 500
Tik Tok likes: 19 044
YouTube video views: 407 058

Brand rollout
Brand strategy
Brand consulting & research
Media planning & buying
Event management
Marketing collateral production
Influencer marketing
Social media management

Creative & Design: Nikolai Serdarov

Video production: Nikolai Serdarov, Vasil-Svetoslav Slavkov

PR & Influencer Management: Valentina Ivanova

Copywriting: Veselin Cherepov