With the brand name, our main goals were to keep it simple, charismatic, and technological.

Another challenge was to create a name that would easily transform into the brand character’s name.

First, we created “Nology”, which is easily associated with technology. Then we saw a charismatic brand character’s name right in it. So, now you can finally meet Nolo.

Nology started within the US market, where our main competitors were not only small travel apps, but also giants like Booking, Airbnb, and Tripadvisor. Obviously, our advertising budget was much less than theirs.

To stand out, we had to find a bold idea outside the travel category clichés.

While researching the audience, we found that the US market is full of lazy travelers.

Americans have one of the most powerful passports in the world and can travel to 186 countries without a travel visa.

However, only ⅓ (37%) of Americans have a valid and unexpired U.S. passport (*Source: YouGov, 2021)

When we asked Americans why they rarely traveled, the most common excuses were "traveling is expensive and difficult”, "we don’t have money to travel because we spend all of it buying loads of different stuff."

With all their travel advantages, a lot of Americans prefer to stay at home and fall into the American consumer trap.

They fill the emotional gap with the quick dopamine of shopping – buying a new iPhone/10th sneakers/another IKEA couch, etc. But the emotions after the purchase vanish pretty fast, leaving only the dark emptiness inside.

This is how we came up with our big idea.

We knew that our launch campaign would not only be based on a bold message, but it would also be a carrier of the new ideology. So, our message would have to really sink in among Americans. At the same time, people have never heard of Nology. So, we would also have to broadcast product-oriented messages to let everyone know what Nology can do. 

That’s why we decided to make a double impact: one spot that translates the brand’s mission and a couple of short videos showcasing the app’s main features.

We started with an ad that translated the brand’s serious message. We created a catchy song to let the message sink in easily. The ad shows an average American drowning in a sea of boxes they ordered online.