Airtel Plays the Positioning Game with New Campaign, Hits Competition Below-the-Belt
Airtel, one of the leading telecoms players in the industry yesterday in Lagos unveiled a new campaign aimed at positing the company while repositioning completion in a bid to consolidate and improve upon its hold in the market.
In demonstration of its robust and extensive network coverage across the country, Airtel in its new campaign captured its numerous corporate milestones and emphasize its readiness to take advantage of the huge benefits of the soon-to-begin Mobile Number Portability (MNP).
Speaking at a press conference to unveil the new campaign in Lagos, the Chief Executive Officer and Managing Director of Airtel Nigeria, Segun Ogunsanya said the new advertising campaign was meant to draw attention to the enormous capacity of its network and its sweeping coverage of the
length and breadth of the country.
This according to Mr. Ogunsanya, gives the company the confidence in its chances of success in the likely competition that would be occasioned by the imminent take off of the impending Mobile Number Portability.
The Airtel MD revealed that the company has made huge investments in its network, upgrading it to the largest and widest 3.75g coverage in the country with a total spread across the 36 states of the Federation and the Federal capital Territory, Abuja.
While not claiming the industry leadership in terms of subscribers’ base, the Managing Director and Olu Akanmu, Chief Marketing Officer, in their different presentations claimed that Airtel is the most stable in terms of network quality.
Hitting the competition below the belt, the duo claimed “Rain does not affect the quality of our service unlike other operators. These ones are quite known to you all. They build the network because they have more subscribers while Airtel builds its network in advance” Hence, the claims as pronounced in the new campaign – “Airtel is the network that works” and “Airtel is the network that has got Nigeria covered”.
Speaking on the campaign, the Chief Operating Officer, Deepak Srivastava said the Television Commercial, Radio Jingles and other materials have been designed to appeal to telecoms consumers and excite them in line with the brand aspiration of becoming the most loved brand in the daily lives
Using the umbrella symbolically in its different executions, the network depicts a vast expanse of coverage in the country, the campaign seeks to
make Airtel the most loved brand in the lives of Nigeria.
The TV led campaign which is claimed to be very well thought through is a 360 degree integrated marketing communications effort with execution cutting across print, radio, online and below-the-line activities.