Serge

Image: Orange : Launching a new brand

Objective: Launch a new mobile operator in a market of long term well-entrenched competitors. The aim was to build brand awareness while matching the coverage and experience provided by current market leaders. Solution: Create a multilayered phased marketing campaign that integrated classic brand marketing with an emphasis on digital marketing. It entailed teaser campaigns, banner ads, mobile marketing, and displays all across the country. I was an integral team member and a leader in all aspects of this launch. Results: Within a few months, we were able to position ourselves as a competitor in the market. Using the typical "Orange" brand identity, we differentiated ourselves from the two other operators and went on to capture 30% of the market.