Africa – South Africa, Namibia, Botswana, Zambia, Angola and Mozambique
The Unlimited Network.
CHALLENGE
Paratus, a substantial backbone network provider, lacked brand
presence in the market. The name carried military associations,
failing to encapsulate the dynamic essence of their business and
leadership. With rapid expansion and the introduction of consumer
services, establishing a compelling brand became imperative to
thrive in a competitive landscape.
Client
Service
Paratus
Audit, brand positioning,
communication campaign,
public relations, digital, and
brand management across
all countries.
Capitalising on the leadership's personality, the brand
positioning emphasised their resilience and the belief in
an unlimited future for the business. The "Unlimited
Network" positioning focused on delivering exceptional
quality across Africa, giving birth to the Red Bull
telecom brand in Africa.
SOLUTION
The task involved introducing and aligning the brand
across six countries, empowering local teams to utilise
central creative executions complemented by tailored
local creatives to resonate uniquely within each market.
The successful launch and implementation of the brand across six countries significantly boosted awareness levels, solidified leadership credentials, and effectively dispelled negative associations linked to the former naming perceptions.
SOLUTION
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JOHANNESBURG
Lyndore Avenue, Kyalami, 1684
Johannesburg, Gauteng
South Africa
NEW BUSINESS
info@matteradvertising.co.za
+27 82 785 1408
Michele van Heerden