How to take a multi-national into a new region competing with a state owned incumbent
Challenges
The response
> Centered the brand around ‘bringing vitality to all of the people of Qatar’
> A multi-segmented launch campaign simultaneously targeting both the wealthy Qatari segment and the blue collar migrant worker segment
> All brand touchpoints including communications in up to 12 languages were produced by Origami, based in New Zealand
Results
> Most successful IPO of 2009 – raised US$ 1bn
> Rapid market share gain in pre-pay segment