LAGOS: Globacom Nigeria Limited has launched a new marketing communication campaign entitled We Got People Talking (WGPT).
The new theme campaign was unveiled at a press conference attended by a cross section of information and communications technology, brands, marketing and entertainment Journalists.
WGPT, Globacom said, captures the company’s positive impact on the telecom industry and on the lives and businesses of Nigerians in the last five years of its operation. Joachim Atunwa, Globacom’s Director of Advertising, stated that the theme “we got people talking” was used as a soundtrack in Glo submarine cable television commercial entitled “Glo goes Global”. The commercial which went on air some months ago celebrates the multimillion-dollar submarine cable being laid by Globacom from Nigeria to Europe and U.S. The facility which will provide the much required bandwidth for Africa is the first such project by any individual company on the continent.
Atunwa recalled Globacom’s initiatives in the industry which have ensured that Nigerians are able to communicate seamlessly with one another at very low costs. These, he said, included the introduction of Per Second Billing (PSB), the crashing of SIM cost from around N25,000 before Globacom launched services to as low as N200, the lowering of call tariffs from N50 to as low as N10 per minute as well as the introduction of several value added services.
“As a concept, WGPT was motivated by Globacom’s founding philosophy of empowering Nigerians of all walks of life and spheres to effectively communicate with each other; to reach out to the world and be reached. We began a demonstration of our empowerment philosophy with our 2.5G infrastructure and per second billing, all with a view to ensuring that Nigerians enjoyed what their counterparts in the developed parts of the world enjoyed at that time,” Atunwa stated.
“As the world recently ascended to 3G platform”, he continued, “we became the first to give it to Nigerians, with a plus – Glo 3G Plus. When we hit the 20 million subscriber base recently, which coincided with our 5th year Anniversary, we felt we had an obligation to celebrate a dream realised – the dream of empowering Nigerians of all strata and across geography, to talk.
He added that the WGPT encapsulated Globacom’s mission and vision statements as well as its accomplishments and helps in reinforcing the positioning of the Glo brand as world-class, daring and highly innovative. This, he explained, was three-dimensional: functional, emotional and socio/political.
For the functional element, Atunwa said Globacom’s core business is centred on “talking”. Elements on the emotional level include Globacom’s vision of “Building Africa’s biggest and best telecommunication network” which is so grand that people are talking about it, Globacom’s heavy investment in hardware infrastructure, which people are talking about, the brand’s rapid expansion in West Africa and spreading of affordable telecommunication services in West Africa.
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