This presentation covers the story that how Wateen re-brands its corporate identity and come up with new face along with some brand activation campaigns.

1. WATEEN
Rebranding
& Brand
Activation

2. I would like to thank
all those known individuals/entities
whose pictures and contents
I’ve used for making this presentation
for educational purpose.

3. Syed Abdul Basit
Marketer
Telecom Professional

4. This presentation will discuss the rebranding phase of Wateen
Telecom from “We Connect” to “Jo Chaho” followed by the brand
activation campaigns
SCOPE OF THE PRESENTATION

5. Reason for Wateen
 Reason of taking Wateen Telecom is that it is
recognized as a largest WiMAX service provider
in Pakistan
 Recently the Wateen brand is re-launched with
new corporate identity has given the
company a new modern look with a very
extensive and rich history backing the expansions
 From branding perspective, Wateen itself is a
brand and comes under Brand as an
Organization

6. About Wateen
 Wateen Telecom, an Abu Dhabi Group
venture started in 2007, is a converged
communication services provider that
fulfills connectivity requirements for
organizations and individuals in Pakistan.
 Products/Services

7. Products & Services

8. Products & Services

9. Vision & Mission
 Vision
“To lead Pakistan into the digital
revolution”
 Mission
 Deliver high-quality, flexible and innovative solutions
that are cost-effective
 Provide complete customer satisfaction on time,
every time
 Make ‘Broadband Pakistan’ a reality

10. OWNERSHIP
TEAM RESPONSIVE
ORIENTED NESS
Wateen
Values
CUSTOMER-
INNOVATION
CENTRIC

11. New Slogan  Jo Chaho

12. MARKET RESEARCH
Category Profile, Customer Profile, Competitor Profile,
Market Share, Customer Satisfaction Survey

13. Category Profile
 Current population of Pakistan ~ 179 million
 Total Broadband subscribers ~ 1.9 million
 Thebroadband penetration in Pakistan is only
1%, means still 99% of population are not
using broadband service (mainly internet
service except mobile internet users)

14. Customer Profile
 Majority
of broadband users belongs to
youth category
 Main Target Audience
 Students and Business Executives
 Customer Needs
 Unlimited Downloading
 Seamless Video Streaming
 Fastest Internet Browsing

15. Competitor Profile
Broadband Players Ranking Subscriber Base Brand Image
Service
Wateen 1st 300,000 Strong
Wireless Telecom
(WiMAX) Wi-tribe 2nd 150,000 Medium
Qubee 3rd 75,000 Weak
PTCL 1st 430,000 Very Strong
Wireless WorldCall 2nd 148,441 Weak
(EvDO)
Wired PTCL 1st 450,000 Very Strong
(DSL, HFC, NayaTel 2nd 150,000 Strong
FTTH)
Others 3rd 100,000 Medium or Weak
Source: PTA – Telecom Indicators

16. Market Share
Broadband Operators - Market Share 2011
Link Dot
Qubee, 3% Net, 3% Others, 4%
Wi-tribe, 9%
WorldCall, 10%
PTCL
(DSL+EvDO),
57%
Wateen, 15%
Source: PTA Annual Report, 2011

17. Survey: Customer Satisfaction
Customer Satisfaction
30%
28% 27%
25%
20% 20%
17%
15%
10%
8%
5%
0%
Very Somewhat Neither Somewhat Very
satisfied satisfied satisfied nor dissatisfied Dissatisfied
dissatisfied

18. REBRANDING

19. New Corporate Identity
 Rebranding Philosophy
 The philosophy behind the new visual identity
represents ‘freedom’, based on the unlimited
possibilities offered by Wateen for its
consumers to connect, share, exchange and
communicate whatever they desire.
 The main concept for the design is to break
free from all grids, rise above all constraints
and simply explore the freedom provided
through the internet.

21. New Corporate Identity
 Make it Possible through:
 With this renewed spirit and a new
management team to lead the transformation,
the company has undergone a complete
overhaul.
 The turn-around is completely focused on
building a dynamic and customer focused
organization, investing in upgrading its network
and re-engineering its systems and processes
to deliver outstanding services.

22. New Corporate Identity
 Ambition
 Wateen aims to become Pakistan’s largest and
most trusted name in converged
communications, providing the most advanced
triple-play services in telephony, Internet and
Cable TV, as well as networking and data
management.
 To this end, Wateen has already begun
partnering with some of Pakistan’s leading
institutions to expand its network and bring its
vision of providing the internet to every
household in Pakistan a little bit closer.

23. DIGITAL REVOLUTION &
ACTIVATING THE BRAND

24. Digital Revolution
 Decision to rebrand Wateen
 In early 2010, there were lots of negative associations
with the brand, and customers had a lot of issues with
us.
 The brand did not fulfill its promises and the tagline –
We Connect – was very functional.
 Research also suggested that customers were not
aware of Wateen’s entire product portfolio; and
perceived as a company that just sells internet and the
customers did not really know how Wateen is enabling
Pakistan’s digital needs.
 They realized that this was a challenge that could be
translated into a huge opportunity.

25. Digital Revolution
 What to Communicate?
 Wateen has diverse product portfolio, like
providing data, voice telephony, and
multimedia services for consumers and
enterprise solutions for corporate customers.
o Largest ICT company in Pakistan
o Providing services to different sectors like
healthcare, media, telecom, banking and finance
o Connect more than 60-70% of ATMs in Pakistan
o Launched WiMax in 25 cities of Pakistan and it was
one of the largest WiMax rollouts in the world

26. Digital Revolution
 Planning for Rebranding
 It starts with organizational change; the
rebranding doesn’t mean only a change in
visual identity, it also means a change in how
to approach the business. Wateen has new
management, a new CEO (Naeem Zamindar)
and new people on the board
 Focus is on creating a new Wateen, which is
innovative, responsive and responsible

27. Digital Revolution
 Planning for Rebranding (cont 1)
 Rebranding meant to move on from past
mistakes and focus on the vision, i.e. to lead
Pakistan’s digital revolution
 Within the organization, they have a new
Customer Care Head and Chief Transformation
Officer (CTO). Most organizations have a HR
head but the Wateen’s CTO, is trying to
transform the entire organizational mindset and
make it more customer-centric

28. Digital Revolution
 Planning for Rebranding (cont 2)
 Going back to the market with new brand
promises; they are focusing on Karachi,
Lahore, Islamabad, Faisalabad, Sialkot, Multan
and Gujranwala, and beefing up their network
because 75% of the customers are currently in
the metros
 Retraining the staff to be more efficient and
effective when it comes to solving customer
problems
 To improve day-to-day operations at the
franchise level

29. Digital Revolution
 Major Reasons for Rebranding
 Thereare multiple factors that led to the
rebranding:
o the service issues,
o the competition, and
o the new management with its transformative vision

30. Digital Revolution
 Cosmetic Benefits
“We have transformed from functional to
emotional. We have revamped our corporate ID
symbols and icons to announce that the new
Wateen is different from before. Our main
objective is to introduce Wateen as more than a
WiMax operator and to promote it as a Pakistani
organization which truly believes in making a
difference for people.”
Sohaib Sheikh, Head of Marketing, Wateen

31. BRAND ACTIVATION

32. Brand Activation
“A marketing interaction between
consumers and the brand, where
consumers can understand the
brand better and accept it as a
part of their lives.”

33. Brand Activation Principles
 To activate brand demand, Wateen has to
ignite the passion of the consumer with the
power of a big idea.
 There is a need to emotionally connect the
brand with the consumer at the right time, in
the right place and in the right way, thus
motivating consumer commitment.
 By turning insight into action, the brand’s
reason to believe becomes more acceptable
and understanding, and the opportunity to
purchase becomes more promising.

36. WATEEN FREEDOM BOOTH

37. Wateen Freedom Booth
 Freedom Booth, a revolutionary communications
medium. The first of its kind to be launched
anywhere in the world.
 Reflects Wateen capabilities as a leader in
converged communication services and exemplify
the company’s data, voice and content creation
services.
 Its applications are limitless. This cutting-edge
medium of communications aims to maximize the
application potential of the internet, while helping
connect people across the country.

39. At Freedom Booth Launch
“Currently, we are asking people to share
their ideas on how they intend to make a
change in society and help progress
Pakistan. In the future, we also intend on
utilizing this content and sharing it through
Wateen’s various media channels and
cable network.”
Syed Jibran Ali, Chief Commercial Officer, Wateen

40. At Freedom Booth Launch
“We are excited with the opportunity the Freedom
Booths present – how these can revolutionize the use
of communications on a global level and change the
way we experience the internet. The Booths are also a
great medium for people to experience the promise of
Wateen brand and the services we offer. I believe
these will help people who have never used the
internet before to experience its power and to bring
about a digital revolution in Pakistan.”
Naeem Zamindar, CEO, Wateen

41. • Freedom booths are attached to quad bikes
with a rally of brand ambassadors carrying
the call out to express for your country.
• Brand ambassadors are carrying messages
placards and involving people in the activity.
• This activity is conducted in six cities which
include Multan, Sialkot, Faisalabad, Gujrat,
Sahiwal & Surgohda.
• These booths are placed out side the
colleges and universities and move to market
places in the evening time.

42. WATEEN ON
PRINT, DIGITAL & SOCIAL MEDIA

43. Communication Material
 Communication style adapted for freedom
booth is journalism.
A newsletter is released with a new
campaign on freedom booth.

45. On
Social
Media

46. In Newspapers

47. Activity Pictures

49. People
Are
Enjoying
With
Wateen’s
Freedom
Booth

51. Inside view of Freedom Booth

52. WATEEN SCOUTS

53. Wateen Scouts
 A revolutionary youth movement, Wateen
provides a platform to the youth of Pakistan
to step forward and present their ideas for
making a difference.
A grand opportunity to materialize dreams
into reality; Wateen will facilitate the
shortlisted suggestions and help bring them
to life.

54. WATEEN BILLBOARDS

60. BRAND METRICS
Brand Equity Metrics, Brand Penetration, Brand Development Index

61. Brand Equity Metrics
Brand Equity Metrics
70%
60% 60%
55%
50%
40%
40% 40%
30%
20%
10%
0%
Differentiation Relevance Esteem Knowledge

62. Brand Penetration
 Wateen’s Brand Penetration is 0.17%
 As the market penetration of broadband is
1%, the brand image of Wateen in
customers mind is 17% of the broadband
industry
 Thereis a huge opportunity for Wateen to
penetrate in this segment aggressively.

63. “If my mind can conceive it and my heart can
believe it, then surely I can achieve it”.
Jesse Jackson

64. Concluding Remarks
 It is this can-do attitude which will lead Wateen
into an era of openness and enlightenment.
 This change in mindset is what is required to
lead the country out of it’s current despondency.
The Internet will help in leading this change.
 Wateen is a great example of brand as an
organization and its core values shows the brand
personality that one can adapt.

65. THANK YOU
@ SyedAbdulBasit