Telecel Zimbabwe’s rebranding campaign, which saw it change its corporate colours and logo and renew its thrust to offer its subscribers best value for money, earned it first runner-up position for the Marketing Association of Zimbabwe Outstanding Promotional Campaign Award.
The award winners were announced at the MAZ’s Marketing Excellence Awards ceremony in Victoria Falls in October.
The objective of Telecel’s rebranding campaign was to create awareness of the rebranding, the reasons behind it and its significance.
The visual rebranding involved the adoption of new red and white corporate colours, which had already been adopted by sister companies in other parts of Africa, and a new simpler logo, reflecting the vibrant energy and strength of a young and modern company.
The simplicity of the logo– a small letter ‘t’ in a circle – reflected too one of the three corporate values adopted by the rebranded company, namely simplicity in all communications and product offerings, innovation and offering best value for money.
Telecel had already established a reputation for innovation and making mobile communications affordable for ordinary Zimbabweans. With the rebranding it took these characteristics a stage further, promising to offer its customers not only good value for money but the best value for money.
It not only promised this but went on immediately to come up with new products and services, launching its unique emergency airtime credit while the rebranding was still taking place and following this up with other new products and services, such as Teletunes, which allows customers to replace the ringing tone that callers hear with a tune of their choice.
The rebranding was conducted in stages, beginning with the visual rebranding of some branches and then the holding of a series of separate launch functions for the media, customers and staff.
The customer focus evident in Telecel’s rebranding and rebranding campaign has also seen it being honoured with a number of other awards for excellence in customer service.