Watch what you say and do
Towards a new vision for Ooredo
Together, let’s grab the first place in the Kuwait telecom market.
Back to your brief
Wataniya is becoming Ooredoo to achieve a strong ambition:
- Be an inspirational lifestyle brand for trendsetting young Kuwaitis’ 18-30.
More than a branding change, Ooredoo is a new chapter in the life of the company with new investments in the network, the offering and the services.
You set us a clear task:
Build awareness on the new brand in order to:
- Retain and existing Wataniya customers (high-income post-paid)
- Upsell existing customers to new services
- Acquire new customers (low-income pre-paid)
The challenges you face
Fight price conventions: Kuwait is a rich country where the telecom category is highly competitive and driven by price via promotions.
Ooredoo’s challenge is to compete on value, not just price.
Fight for differentiation: With ‘live your dreams’ (Zain) and ‘enrich people’s lives’ (Viva), strong territories are already taken by the competition.
We have to drive brand differentiation by moving the new brand forward to meet people concrete needs, deliver the goods and establish a strong emotional connection with our target audience.
Fight for individual needs: From existing to new ones, from low incomes to high incomes, there are Ooredoo’s offering and services for everyone.
We have to make the brand appealing to everyone and today thanks to digital the best way to engage a broader target audience ‘talk to everyone’ is to ‘talk to one’ and create an ongoing one-to-one conversation.
The role of communication
Create a groundbreaking piece of communication that drives massive awareness, dumbfound the competition, and also reinvent the future of the category
Towards a new big idea for Ooredoo
No more claims, no more promise. Not promising anything is better than not fulfilling the promise.
With a strong promise at the core of its new name ‘I want’, Ooredoo does what it says: make your dreams come true.
We have to create a big idea that makes the brand stand for something big: not only something that leverage people dreams but something that makes dreams happen and make people grow up.
Having said that, Ooredoo has the stature to empower people and help them to achieve whatever they want to. An innovative, bold and groundbreaking big idea that will be seen all over the country.
Insight: ‘Telecom brands promises are like new years’ resolutions: they are generally easier to break than they are to keep’
To become the leader, Ooredoo has to act like a leader and create a real shift in mind:
From To
Say Do
I whish I want
Dream Reality
Our big idea: Connected to reality
By providing best offering and services that appeal to everyone, Ooredoo makes your dreams come true and helps you to connect with your reality (get what you want)
Connected to reality – Tangible connection
Following ‘dreams’ journey from set up to make it done.
Entrepreneurs journey – keep walking (from challenges to the take up)
A way to celebrate journey to achievement: from dream set up to realisation
Ooredoo is the home of achievement
Role of Ooredoo: connecting people with reality
What’s in it for the people?
Understanding: defining dreams, journey to achievement (make the dreams come true ‘I want’)
Discovering: new ways to achieve things alone, with someone else, with your family
Identifying: ways to optimize your journey, tips, trusted, expert, immersive content…
Celebrating: discover & share what people stand for
What are the main rational benefits within?
Get close
Self-expression
Freedom
Wellbeing
A new brand architecture
Brand core: the home of achievement
Product: helps consumers connect with their reality and makes things happen for real
Benefit: get what you want
Values: soul, dedication, difference
Behaviour: celebrating people achievement