In 2010, the STB was near its 40th anniversary. The language of the brand had become obsolete and no longer talked to its target. Laika coordinated a qualitative research with consumers to measure brand awareness. The research served as the basis for a complete redesign of branded speech and design. For the new brand positioning, we left our comfort zone and created a communication campaign in print and digital media. The use of #hashtag as a headline in the ads targeted the content work on services with more details in social media.