After a decade of successfully delivering the best value, best service and the best network to customers across the length and breadth of St Lucia, telecommunications provider Digicel on Thursday, June 13 announced the launch of its new brand promise, ‘Be Extraordinary’.
‘Be Extraordinary’ is the next step in the evolution of the Digicel brand. It is a celebration of the ‘extraordinary in the everyday’ and serves both as a motivational and inspirational call to action – and showcases Digicel’s commitment to serving its customers.
At the forefront of the new brand promise is the ‘Be Extraordinary’ TV commercial. The premise of the TV commercial is that the extraordinary is all around us – and that if we pause to take a second look, we can experience and appreciate it to its fullest.
Digicel St Lucia’s Country Manager, Mrs. Holly Hughes-McNamara said, “Be Extraordinary’ is about celebrating everyday people doing extraordinary things and highlights our customers’ achievements in their day to day lives. It is as much a statement as it is a promise and a challenge to people to be the best they can be. Our role at Digicel is to support them every step of the way. It is empowering, positive, upbeat and celebratory, because it’s not about Digicel – but all about our customers.”
An innovative, interactive and captivating marketing and brand campaign has been launched to bring the ‘Be Extraordinary’ brand promise to life on billboards, in stores, in print, on radio and online all over St. Lucia. In addition, Digicel promotional teams will be mobilised across the island to communicate the new brand message of ‘Be Extraordinary’ to customers one-on-one.
In time for Father’s Day celebrations, Digicel also announced the launch of the ‘Q10’ cell phone. The Q10 is a touchscreen-based smartphone developed by BlackBerry. The device has the company’s distinctive QWERTY keyboard, similar to that found on the BlackBerry Bold series and a 3.1-inch square Super-AMOLED capacitive multi-touch display.
Digicel used the rebranding to cement its commitment to the island’s largest cultural showpiece – Carnival with its robust support for several carnival bands such as St Lucian Spirits, Just Us Kids, Digicel Red Unlimited and Royalties Extreme for the 2013 carnival season, which has begun, and is set to climax with the parade of bands on July 15 & 16. “As platinum sponsor of St Lucian Carnival 2013, mega events namely ‘H20 Wet Fete,’ ‘Colour Me Red’ and prolific entertainer and Soca superstar Ricky T, we are geared up and ready to deliver extraordinary experiences and performances,” remarked Jn Charles.
Digicel further signaled its commitment to supporting sports and the world of cricket by partnering with the ‘Biggest Party in Sport,’ the Caribbean Premiere League (CPL). As a long-standing and proud sponsor of West Indies Cricket, Digicel saw this as great opportunity to invest not only in what will be an amazing sporting initiative, but one that will also give young cricketers from around the region an outlet to showcase their talent in a sporting discipline dear to the hears of people of the Caribbean.
The ‘Be Extraordinary’ promise is also designed as a powerful internal communications message with Digicel staff being motivated to find new and innovative ways of delivering an excellent mobile experience to customers through the company’s ongoing commitment to best value, best service and best network.
To mark this momentous step in the evolution of the brand, Digicel introduced the colourful and fully loaded Digicel Smartphone DL600. Marketing Manager Kerchelle Jn Charles noted “Digicel’s first branded phone using the android operating system is developed to appeal to all customers at an affordable price.”