Leading phone chat service - seeks sexy new look!

Quest Chat

Wordmark for Quest Chat

Objective
Update the wordmark/ logo for Quest & incorporate 'Chat'. The desired look should be current & modern. The new logo should appeal to the sensibilities of members of the opposite sex looking to chat, flirt and connect over the phone lines.

*Themes of seduction, passion and playfulness will win our affections.

Background
Quest is an established telephone chat line, with local presence all across Canada and the US. It is a service that offers men and women the opportunity to chat, flirt and connect with members of the opposite sex in their local and surrounding areas.

Consumer Segment
Quest targets men and women who use the telephone line for companionship, phone connections and intimate conversation.

Communication Objectives
• The primary focus of the creative should be to appeal to Quest’s current consumer, while evolving the brand and positioning it to appeal to a larger consumer target.
• Increase consumer awareness of Quest; differentiate it from the rest in the category, make it stand out.

Target Audience
Quest targets single or unsatisfied married men, 30-55, middle to lower income earnings, majority Caucasian and African American. The female audience, is slightly younger, 25-45, sexually curious may be single, dating or in an unsatisfying relationship

Competitive Distinctiveness
One of the main objectives of the re-brand is to reinforce the brand’s distinctiveness where men and women can easily chat and flirt with one another within the comfort of their own surroundings and have the confidence to talk to members of the opposite sex without the fear of being rejected for example you had to introduce yourself to a stranger in a bar.

Desired Consumer Response
New users: Understand what Quest is (an IVR chat product) what it offers and as a result, be motivated to call the local number and obtain a free trial membership.
Previous users: For those that are familiar with the chat category and/or currently have memberships with other chat lines, remind them what Quest offers, who is on the system and how gratifying the experience can be.

References
http://www.questchat.com
http://questchat.com/free/freetrial.php

Competitors
http://www.livelinks.com
http://www.lavalifevoice.com
http://www.tangobyphone.com