CLIENT. TELECOM NAMIBIA
Campaign. Sharing more
CHALLENGE
Namibia’s national telecommunications operator, Telecom Namibia was facing a decline in demand for fixed voice services. In addition it needed to know how to position its mobile network acquisition. Lastly it needed to create a brand that would integrate the fixed and mobile offerings seamlessly.
SOLUTION
Publicis crafted a new communication strategy which focused on distilling and highlighting the existing value of fixed voice services for homes and businesses. A new LOOK and FEEL was developed for both sides of the business to attractively display offerings and to distill complex products in to their simplest elements. Further, we renamed the new mobile offering TN mobile, Telecom’s previous mobile offering was branded Switch.
OUTCOME
Telecom Namibia’s mobile offering begun to gain traction in the Namibian market space, retaining the previous subscribers of the Leo network and attracting new ones. Communication on the value of fixed has led to a reduction in migration to mobile amongst the fixed line users, especially amongst subscribers to the data packages. However due to internal restructuring and issues faced by the company, there has been a moratorium on continued marketing and branding initiatives.
