SOURCE: Digicel

July 05, 2006 16:05 ET

Digicel Launches First Multilingual Caribbean-Wide Communication Campaign

New Campaign Reinforces Customer as "Number One" Priority for Digicel

KINGSTON, JAMAICA -- (MARKET WIRE) -- July 5, 2006 -- Digicel, the fastest growing mobile telecommunications company in the Caribbean and Bermuda, has today announced the launch of a major 'first ever' region-wide multilingual communication campaign to be rolled out across all 20 markets over the next few months.

Simply entitled "I'm Number One," this historic campaign strongly reinforces Digicel's commitment to ensure that the people of the Caribbean harness the potential of mobile technology in their day-to-day lives by delivering the best in high value services and innovation underpinned by reliable network quality and 24/7 customer care.

Created by Caribbean-based OGM Advertising and Liquid Light Productions, the multimedia Digicel campaign is filmed in English, French, Haitian Creole and Papiamento. The production crew includes a stellar cast of award-winning Caribbean film professionals such as Head Cameraman Chris Browne, whose former credits include "Cool Runnings," "How Stella Got Her Groove Back" and "Third World Cop," and former BBC film maker Richard Lannanman from Trinidad & Tobago, as well as acting talents drawn from Haiti, Jamaica, Martinique and Aruba.

According to Ben Atherton, Marketing Director at Digicel Group: "We wanted to make this campaign really special as more than any other it represents exactly what Digicel is all about -- an innovative Caribbean company that always puts the customer first. Since we launched five years ago we've been enormously proud of the positive role we have played in changing people's past experience of mobile technology, by making quality mobile service more accessible to more people and introducing reliable and innovative telecommunication solutions."

The Digicel customer is the star of the campaign and each of the five principal characters from all ages and backgrounds explain why they feel number one at Digicel.

For some it's the most cutting edge range of handsets to choose from, the ability to keep in touch with family and friends when traveling abroad with your prepaid phone, the value Digicel delivers to business through its corporate solutions such as Closed User Groups, Rollover Minutes and BlackBerry. While for others it's knowing that you can always keep up to date with the latest sporting, news, weather and entertainment updates through Digicel Live and DigiINFO services.

"Maintaining the confidence and trust of our growing base of more than 2 million customers is important to us so this campaign communicates that as we continue to expand, they will continue to be of number one priority for Digicel," added Ben Atherton, noting that the company has also established an "I'm Number One" customer hotline in each market to help the company continue to listen to customers' feedback and tailor services to meet different lifestyles.

In each market the Digicel campaign will have a strong print, television, radio and outdoor presence from branding on bus sides, billboards as well as Digicel's signature t-shirts. The look and feel of the "I'm Number One" campaign will also be carried through into Digicel's retail stores and promotional offers.

Oral Cook, Managing Director of OGM Advertising, explains: "Our brief was to bring Digicel's customer-centric focus to life while also illustrating the important role mobile telecommunications now plays in our lives today. We wanted people to understand the potential that Digicel's new technology has for transforming their daily lives so it was important that the campaign was both inspirational as well as informative."

A cultural expert was provided in each region to ensure special attention was paid to the cultural and linguistic nuances of each country.

ABOUT DIGICEL

Since its launch in 2001, Digicel has become the fastest growing wireless telecommunications operator in the Caribbean. After five years, Digicel is renowned for competitive rates, unbeatable coverage, superior customer care, a wide variety of products and services, and state-of-the-art handsets. It is the largest GSM operator in the region.

By offering innovative wireless services and community support, Digicel has become a leading brand in the Caribbean and has placed the region at the cutting edge of wireless communications.

Digicel is incorporated in Bermuda and has operations in twenty countries including Anguilla, Antigua & Barbuda, Aruba, Barbados, Bermuda, Bonaire, Curaçao, The Cayman Islands, Dominica, French Guiana, Grenada, Guadeloupe, Haiti, Jamaica, Martinique, St. Kitts & Nevis, St. Lucia, St. Vincent and the Grenadines, Trinidad & Tobago & Turks & Caicos. Digicel also has coverage in St. Martin and St. Barths and expects further significant growth.

The company is the lead sponsor of Caribbean sports teams including the West Indies Cricket Team, Special Olympics teams across the Caribbean and is title sponsor of the Digicel Caribbean Football Union Cup, which involves over 30 Caribbean countries and is an important qualifier towards the CONCACAF Gold Cup.

Visit www.digicelgroup.com for more information on Digicel.

Contact Information

  • Contact:
    Maureen Rabbitt
    Digicel Group
    T: +1 876-361-2852 (Jamaica)

    Dacrie Brooks
    Cohn & Wolfe for Digicel
    T: +1 212-798-9804