VIM Group’s brand implementation programme allowed for the rebrand of Telecom operators Romtelecom and Cosmote under the ‘T’ identity in record breaking time.
The client's challenge
Deutsche Telekom is one of the world’s leading integrated telecommunications companies, with over 142 million mobile customers, 31 million fixed-network lines and more than 17 million broadband lines. Deutsche Telekom is present in around 50 countries and has approximately 229,000 employees worldwide.
Romtelecom and Cosmote are part of Greek Group OTE and German group Deutsche Telekom. VIM Group were brought in to facilitate the rebrand of both brands under the new Telekom Romania brand identity.
7 steps to a successful rebrand
A practical step-by-step plan for brand, marketing and communication managers.
VIM placed a team on site in the Bucharest Romtelecom offices. The success of such a large rebrand in such a tight time frame required tight, consultative project management.
Our role involved brand implementation, end-to-end brand governance, brand and product consultancy, copywriting, IT consultancy and brand guardianship.
Romania turns on magenta, fully embracing our universal brand belief that life is about sharing and being connected every time, everywhere.Hans-Christian Schwingen, Chief Brand Officer
Launch events were held in Berlin, Bucharest, Iasi and Cluj, and were attended by 50,000 people.
The Telekom Romania rebrand was covered in over 300 articles in the national and international media, and the new brand launch was called “The Romanian business event of the decade” – Telekom.
The project was extended through to post launch and remains ongoing with the objective of monitoring the delivery of the brand both physically and emotionally, whilst ensuring brand consistency.