CET, a leading Iraqi broadcast company, was launching a mobile TV service in Iraq. The challenge was to introduce the new service to the country in an engaging way that would grab the interest of consumers.
We recommended that the Mobision brand should be endorsed by Alsumaria to gain trust from the beginning and position Mobision as 'a must-have' rather than a luxury based on Iraq's unique psychographics. We also helped to develop an internal brand activation program.