Danish Mobile Company CBB Mobil takes advantage of being small

Online, March 30, 2010 (Newswire.com) - CBB Mobil is one of the smallest mobile companies in Denmark - and they are proud of it. In fact, CBB Mobil recently launched an ambitious marketing campaign to promote the fact that "Small is good".

Turning weakness into strength

CBB Mobil's tagline goes "CBB Mobil - Småt er godt" which is Danish for "Small is Good". Moreover, if you go to the CBB website you will see that quite a few pages also feature the line: "We are a small phone company. We wouldn't dream of forcing you to buy an expensive subscription, and we'll never let you wait for hours in a telephone queue!"

"Along the way in our struggle for cheaper and better mobile telephony, quite a few of the large companies have probably felt that we have been after them - in regards to their prices and the way they treat their customers. And that is definitely the case. But it's nothing compared to the hunt that has just commenced!" Says Lars Asger Petersen, CEO of CBB Mobil.

Hunter becomes the hunted

In their new campaign CBB Mobil are going straight after the jugular of their biggest and strongest competitors and have effectively begun the "hunt" that Mr. Petersen referred to.
The campaign features imagery from various horror movies such as werewolves and giant sharks - only in this version the monsters are being chased by people. The tagline of the campaign is "Nu kommer den lille efter den store" which roughly translates into "The little one is coming after the big one".

CBB Mobil's new campaign is a great example of how clever marketing and branding can turn, what would appear to be a weakness, into a strong selling point and a competitive advantage.

For more info on CBB Mobil and their new campaign go to http://www.cbb.dk/