Faced with dwindling market shares and an over-saturation of foreign imagery making up their key brand campaigns, Kazakhstan's oldest telco provider revamps their brand persona by using AI to tap into the look, feel and desires of their national consumers.
The telco has moved past vanity metrics for its campaigns—such as clicks and viewable impressions—in favour of metrics that show a clear path to business outcomes, such as sales.
EXCLUSIVE RESEARCH: Telco companies across the region have been heavily investing in 5G. Campaign explores the repercussions on agency billings and broader marketing.
REBRANDING EXERCISES: The telco unveils a refreshed look—spearheaded by Superunion—that it says better suits its status as a mature player with B2B offerings and global ambitions.
In a new campaign, the telco wants to remind Singaporeans not to focus only on numbers-based achievements. But it just falls short of what could have been a highly impactful campaign.
Don’t worry, it’s not gory. It’s more about choosing what you want in your date and, well, with your telco package.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins