The future is exciting. Ready?
As a young Qatari company, we are boldly optimistic about the future and genuinely excited about Vodafone’s role in shaping it. This made the Group’s global campaign - The future is exciting. Ready? – ideally suited to roll-out in Qatar.
Through this campaign, we have repositioned the Vodafone Qatar brand towards our new Group purpose of helping communities adapt, innovate and prosper in a rapidly changing world. This purpose is nicely consistent with Qatar’s 2030 vision. The campaign invites customers and all Qataris to embrace and enjoy the bright future we envisage together as partners.
Our video, “Nostalgia for the Future” was one of the most notable expressions of the campaign to date.
Launched on Qatar National Day, it embodied the essence of our progressive brand, services and innovations all while honouring Qatari traditions and customs. It perfectly expresses our optimism for Qatar, blending its rich history into an innovative future.
The Group recognised Vodafone Qatar for its outstanding delivery of the brand relaunch in 2017.
New slogan, fresh look. Now that’s exciting!
The new slogan and fresh look affirms our commitment to bring the best and most innovative products and services to Qatar.
The Vodafone “speech mark” now appears as the graphic focus of our messages. It has become a strong symbol of our commitment to place customer benefits at the heart of our brand.
The slogan, which replaces “Power to You”, in use since 2009, was deployed in all of Vodafone’s 36 markets in the biggest ad campaign in our 34-year history.
Ready to…empower customers
Alongside the campaign, we launched three services that empower customers to stay connected on their own terms. Each service is specially designed to resonate with a target customer segment in Qatar.
- Red. Offers an exclusive world of privileges and high-end services promoted by Qatari brand ambassadors. Hosts a suite of unique and customisable services.
- Flex. Empowers customers with the freedom to use their plan on their terms. Customers choose how to spend on data and minutes when and where they want.
- Daily123. Provides a platform with personalised offers delivered daily for prepaid customers. Ensures customers get the best value for the services they want.
Made in Qatar
Vodafone Qatar reflects the best of our global network stemming from our local roots. Operationally, we are committed to a 100 per cent “Made in Qatar” approach, and only work with local businesses to create and deliver our marketing materials.
This decision is driven by our strong commitment to help businesses in Qatar advance their capabilities and showcase their work across the globe. Vodafone Qatar was twice recognised by Vodafone Group this year: once for the outstanding delivery of the group brand relaunch, and second for its luxury approach to the iPhone X launch. Local agencies supported both campaigns.
Leveraging our global expertise to bring the latest innovations and business solutions to Qatar has been another focal point. We repositioned our enterprise brand as a global and tailor-made solutions provider, offering unparalleled expert advice to Qatari businesses. We were honoured to have CEOs of Qatari companies, including Msherieb, Meeza and Energy City publicly highlight Vodafone’s pivotal role in bringing global innovation and bespoke solutions to Qatar.
The immediate future will see an acceleration of innovation in the digital space. Recognizing this opportunity, Vodafone Qatar is committed to being a digital first company. Enabling our customers to manage their relationship with us in the most convenient way lives at the heart of our brand and advances in digitalization make this more convenient than ever before. As a business, we are committed to building engaging digital content and services to interact with our customers and keep them informed of our best offers, no matter where they are.
Getting closer to our Customers
We believe that leading in retail requires being geographically close to our customers, enabling as many face-to-face interactions as possible. That is why we now operate 29 retail stores across Qatar, three of which opened this year in Dar Al Salam, Gulf Mall and Doha Festival City with more planned for 2018.
The new stores are designed to bring customers on a branded journey based on convenience, transparency, simplicity and speed. The stores boast some unique features including terminals with best-selling devices and popular mobile accessories. We have also focused on training our team members to improve how they deliver the best advice and services at these locations.
The new stores blend the best of digital and human interaction in a personal, instant and easy way.
Reaching potential customers where we lack a presence such as in Al Shahania and labour camps is a key part of our strategy. Our newly created direct sales team bridges this gap by taking the sale to the end customer. In July, we brought together agents with strong sales records and diverse nationalities to connect with and acquire new customers in these areas. Thanks to their efforts, these hard-to-reach customers are now a significant part of our monthly postpaid acquisitions.
We have expanded our distribution by offering postpaid sales in 150 mass-market outlets, strategically spread across Qatar where we lack a retail footprint or competitive presence. In 400 mass outlets, we have also launched bill payment capabilities for postpaid accounts. This expansion is a win-win for customers who now get better access to Vodafone services and for dealers who now have more business with Vodafone.
Delivering everyday great value that fits in your pocket.
Reaching high-value customers in Qatar is a key sales objective, and our Red Teams are making it happen. Selected based on their outstanding customer service skills, Red Team members are providing world-class personalised service. All team members are Qatari advisers to ensure smooth interaction with the target customer and reinforce our position as a company with local roots.
Delivering everyday great value that fits in your pocket.
Vodafone is more than just a business in Qatar. We seek to become an integral part of the communities we serve, and celebrate meaningful moments together. In this spirit, many of our stores transformed this year to celebrate major events from National Day to Garangao during Ramadan. Customers connected with team members during these moments, building bonds based on shared values and experiences that transcend our business.
Digitally outstanding and responsible
Vodafone Qatar is committed to creating a digitally outstanding customer experience, and advanced analytics enable us to deliver on this promise. Additionally, the utilization of “Big Data” helped to generate many of the insights that led to the 2017 strategies and activities described here.
“Vodafone Qatar has a well-deserved global reputation of bringing together advanced analytics, innovative products and agile processes.” - Diego Camberos, Consumer Business Unit Director
As a global leader in mobile communication, we take data security and confidentiality very seriously. With best-in-class systems and highly skilled experts, Vodafone Qatar meets and often exceeds our obligations to protect and secure customer data.
Our vision is to CARE – ensuring our customers are Confidently connected, we deliver Always excellent value, we Reward loyalty and provide Easy access to support.
Previously the “A” in CARE stood for “Always in control”. The change in 2017 to “Always excellent value” better reflects our commitment to provide “control, choice and transparency” to customers.
“Choice” is especially strategic. It reflects our commitment to give customers the best options for their needs with total flexibility and no worries. “Transparency” relates to our fair pricing policy, proactive billing notifications and competitive rates.
Connecting our customers
We continued to make investments in our network and IT systems to provide best-in-class service to our customers and satisfy ever-increasing demands for data.
“The future is exciting. Ready?” applies to more than just our customers. We want to infuse this pioneering spirt and enthusiastic embrace of the future into the heart of our company – beginning with our most valued asset, our people.
The employer brand campaign we launched in 2017 is enhancing the way we attract and retain talent by showcasing all the amazing things that are possible with Vodafone. The campaign is organised around four key pillars to inspire the pride and thrill of being part of our company.
with our expertise in tech, digital and innovation.
as a sustainable business committed to health and safety, powered by the Vodafone Foundation.
by working alongside exceptional people with access to a world of opportunity and life-long learning.
by celebrating diversity in an inclusive environment for all regardless of race, gender or ethnicity.
As part of the campaign, we are developing videos of employees telling their stories around these four pillars. Videos will be featured on our internal channels as well as on social media. The new careers website set to launch in 2018 will deliver campaign messages in an even more engaging format.