A1 Bulgaria Rebranding...Rebranding 236 Articles, interviews and reportages based on our rebranding...
Transcript of A1 Bulgaria Rebranding...Rebranding 236 Articles, interviews and reportages based on our rebranding...
A1 Bulgaria Rebranding Communication: concept, plan, implementation
Iliana Zaharieva, A1 Bulgaria
*Extract of the original presentation
The Idea
A Project was Born
The rebranding project was launched in the summer of 2017
The first step was to gather a team and organize a workshop to discuss ideas for our rebranding strategy and how to make the A1 brand successful in Bulgaria
• Introduce A1 Group to
Bulgarian customers
• Position the Group as an
innovations leader on the
worldwide telco market
• Show that our company is a
part of something bigger
and better
• Introduce our new brand A1
• Saturate the Bulgarian
communication sphere with
our key messages
• Present the benefits from
the rebranding for our
clients in a clear and
effective way
• Announce A1’s new
innovative products
• Position our new brand
according to our brand
pillars
• Create brand awareness and
position A1 as a thought
leader
And Every Rebranding Needs…
Phase 2 Phase 3Phase 1
...a good communication strategy
Involve the employees from the beginning & Engage them all the way
Start
The Execution
Involving the Employees
Soon the News Spread
Telekom Austria Group announced that it will rebrand all of its operations into A1 starting with the group itself
Soon after that the news that Mtel will become A1 in Bulgaria was announced internally to the key people of the company
Everyone was On-boarded
Rebranding Group was created in Workplace with regular
updates on the process
Competitions and inquiries were launched
Positive changes in work processes, environment,
conditions and benefits were announced gradually
Phase 1
Part of Something Bigger
4th largest telco corporation in
the world
25 countries in America and Europe
362 mln. access lines:
• 279 mln. mobile clients
• 83,1 mln. fixed lines
América
Móvil
51%ÖBIB
28%
Others
21%
Shareholders
Part of A1 Group
5 months before the actual rebranding we started educating the people about A1 Group and that we are a part of it.
5G Demonstration
In February 2018 we organized the first 5G demonstration in Bulgaria with a high-speed 5G test, a VR demonstration and a robotics show.
IoT Event
In cooperation with Montana Municipality we presented the advantages of the Smart City concept through the use of our Narrowband IoT technology. We demonstrated solutions for air control, waste management, intelligent lighting and smart parking.
Phase 2
Jumping Into The Unknown
Rebranding Event & Activities for the Employees
One day before the official launch we presented the new brand at internal event with 500 key people attending
Rebranding Event for Media
The launch of the A1 brand was the biggest corporate media event in Bulgaria for 2018.
The Promises We Made
We also promised our clients a slew of gifts and new products and services:
• New fin-tech offering A1 Wallet and A1 Credit Card
• Our first own smartphone A1 Smart N9
• Own streaming platform A1 Xplore Music
• 10 GB of mobile data as free gift to all our clients
• One month free access to all channels of our TV service
• Option to give feedback for our network quality and receive 500 MB mobile data bonus
Media Presence
Covers in leading Bulgarian print media
Interviews with CEO and other A1 representatives
Special articles dedicated on the rebranding
A1 was Everywhere
Phase 3
The Art of Keeping
Promises
A1 Smart N9
The first A1 branded smartphone A1 Smart N9
Communicated with a live event, press release, video review on our blog and social media posts
A1 Wallet & A1 Credit Card
First fin-tech services A1 branded credit card and A1 digital wallet for mobile payments.
Communicated with press releases, pitching articles to targeted media, interviews and social media communication.
A1 Xplore Music
Own music streaming platform featuring over 30 million songs and the greatest variety of Bulgarian music of any similar service
Communicated with press releases, a strong social media campaign, a brand new FB account for the new service and collaboration with the MTV Varna Beach
A1 Gaming League
First true gaming league in Bulgaria with a prize fund of BGN 50,000
The communication included partnership with Aniventure Comic Con, press releases, new Facebook, Instagram, YouTube and Twitch accounts dedicated to the service and a social media campaign
MAX Sport
The sports channels were rebranded to MAX Sport and enriched with 3 new great football tournaments – the Spanish La Liga, the Italian Serie A and the Champions League
Communicated with an event for sports journalists, press releases and social media campaign
Phase 3
Keeping the Promises to the Team
Secret Garden Party
Biggest internal event for the year gathering 1,500 employees in the Botanic Garden in Sofia
Other Events
Recognizing the Top Performers of A1
Awarding the Sales Champions
Celebrating the first A1 Talents Class
More Benefits & Learning Opportunities
Additional benefits like flexible working time, birthday gift card, newborn gift, etc.
Enriched online and offline training and development portfolio
Digital on-boarding for new employees
Hard Work Always
Pays Off
External Communication ResultsRebranding
236
Articles, interviews
and reportages
based on our
rebranding
communication in
the 2 weeks after
the event
2200+
Social media posts
generated by our
rebranding
communication 1
month following the
rebranding
4,02%
Reach of SM
communication
about the rebranding
1 month following
the rebranding
2,5 mln.
Engagement rate of
SM communication
about the rebranding
1 month following
the rebranding
550+
Articles about our
new products by
the end of 2018
6
New social media
accounts launched
for out new products
3,5%+
Reach of SM
communication
about our new
products by the end
of 2018
4 mln.
Average engagement
rate of SM
communication
about our new
products
External Communication ResultsNew Products & Services
Yes
94%
No
3%
Not sure
3%
Do you know that Mtel is now A1?
The data is from nationally representative survey
carried out in July 2018
Rebranding Survey Results
Internal Brand Integration Survey Results
97
94
95
97
93
91
90
87
80 82 84 86 88 90 92 94 96 98 100
I like the A1 brand
The A1 brand brings benefits to our company
I understand what A1 Bulgaria promises tothe customers
Overall, I'm well informed about therebranding process
April 2018 November 2018
Public Recognition
Several awards for the rebranding
Three awards for the CEO
Prizes for PR, Marketing, HR, IT, Products & Services
Thank You!