Hamrah Aval Telecommunications Campaigns
Case Study: Hamrah Aval Telecommunications Campaigns
Client: Hamrah Aval (Mobile Telecommunication Company of Iran, commonly abbreviated as MCI and also known under its brand name Hamrahe Aval, is the first and largest mobile operator in Iran, and also the largest mobile Operator in the West Asia Region.)
Key Deliverables: Comprehensive Brand Identity Development, Rebranding and Corporate Color Scheme, Brand Book Creation, Design of Key Brand Touchpoints (including Exclusive Retail Stores), and Multi-Campaign Development.
About the Hamrah Aval Project
Our extensive engagement with Hamrah Aval, a prominent telecommunications provider, spanned from 2011 to 2013. The overarching strategy for this project centered on meticulously designing highly effective customer touchpoints to cultivate a consistently positive brand experience. Our core mission encompassed a strategic rebranding initiative, complemented by robust training and consulting programs for Hamrah Aval’s sales teams, recognizing their pivotal role in directly impacting sales performance and elevating customer satisfaction.
The Challenge
A primary challenge involved conducting a thorough assessment of the sales team’s current performance and identifying precise training needs to pinpoint both their strengths and areas requiring development. This necessitated gathering comprehensive data to enhance critical communication skills and optimize customer relationship management. Furthermore, a crucial objective was to seamlessly integrate and align all facets and elements of the Hamrah Aval brand, thereby forging a cohesive, uniform image and consistent customer experience across all interactions.
Our Solution
The rebranding of Hamrah Aval constituted a complex, multi-stage process demanding meticulous planning and an unwavering attention to detail. Our branding team initiated this by conducting a comprehensive analysis of the existing brand image, rigorously evaluating its current identity and market perception among customers to accurately ascertain its strengths and weaknesses. Leveraging these insights, the branding team strategically planned and executed various high-impact campaigns for Hamrah Aval, significantly contributing to the brand’s overarching business objectives.
To profoundly enhance transparency, bolster credibility, and elevate brand recognition in the minds of customers, we architected a comprehensive brand integration process. This encompassed the seamless harmonization of communication strategies, visual design elements, service protocols, and all marketing activities. Through in-depth competitive analysis, meticulously examining rival brands and their best practices, we precisely defined the objectives and strategic pathways for the rebranding initiative. All visual components of the brand—including logos, packaging, color palettes, and typography—were meticulously harmonized. Every facet of our endeavor was meticulously aligned with Hamrah Aval’s overarching objectives and core values, enabling us to develop an exceptionally effective strategy rooted in a deep understanding of the target market and the competitive landscape.
Strategic Campaign Design & Key Messaging
Our comprehensive engagement with Hamrah Aval extended to the strategic design and compelling messaging for critical service campaigns:
Design of the Recharge Transfer Service Campaign
Core Messaging:
- “Hamrah Aval: You will never run out of credit again!”
- “No need to purchase a recharge card or access the internet; just have a friend in Iran!”
- “A quick and simple alternative for seamlessly transferring small amounts to one another.”
Design of the Rural SIM Card Campaign (Mehr SIM Card)
Core Messaging:
- “Easy access to the Hamrah Aval network – Iran’s most expansive mobile network.”
- “Acquire a low-cost SIM card (20,000 Rials) complete with an initial credit of 10,000 Rials and 30 minutes of complimentary in-network and landline calls.”
Design of the Bill Receipt Advertisement Campaign
The paramount objective of this campaign was to convey to the audience the effortless accessibility of usage information at any desired moment. The design precisely articulated two core concepts:
- The feasibility and unparalleled ease of receiving bills via mobile phone.
- The convenience of receiving the bill precisely when desired.
Design of the Multimedia Messaging Service (MMS) Campaign
The central aim of this design was to vividly introduce the features and entertainment potential of the multimedia messaging service. This campaign, deliberately centered around the joy of sharing photos, videos, music, and text, strategically targeted the younger demographic. The visual metaphor of a paper rocket, a universally recognizable and simple construct—known for its straightforward architecture, inexpensive materials, and ease of assembly—was employed to powerfully convey the practicality, user-friendliness, and cost-effectiveness of the MMS service.
Design of the Unified Call Tariff Campaign
Core Messaging:
- “Experience consistent call rates from dawn to dusk with a single, simplified tariff!”
- “Enjoy the same tariff for both urban and intercity calls, eliminating complexity.”
Design of the Reactivation of Permanent SIM Cards Campaign
Core Messaging:
- “Effortless and swift installment payment via the Hamrah Aval portal at WWW.MCI.IR.”
- “Reactivate your mobile phone with outstanding debts in the shortest possible time by completing payment conveniently through the Hamrah Aval portal.”
Design of the Voicemail Service Campaign
Core Messaging:
- “Is your mobile off? Are you unavailable? Are you traveling? Simply activate your voicemail.”
- “Never miss a crucial message: Rely on the Hamrah Aval voicemail service during your meetings and classes.”
- “Access your voicemails from anywhere in Iran, even without direct phone access.”
- “Hamrah Aval will promptly notify you via SMS whenever a new voicemail is received.”
