NAR telecom brand relaunch
Since its launch in Azerbaijan in 2007, Nar Mobile has been perceived by consumers as a brand which stays close to the people and their daily needs, offering low cost tariffs and other inexpensive mobile communications products and services. Yet, during all these years the brand’s major ambition has been to shift audiences’ perception – to become acknowledged and preferred as the brand which offers its customers best value, usefulness and simplicity.
In the early 2013, Azerfon, the company behind Nar Mobile, assigned Young & Rubicam Moscow to create the brand’s new positioning and new resonance with the customers and other stakeholders. Work on the new strategy started with a series of workshops and surveys – leading to Nar Mobile adopting the Innocent brand archetype. Further elaboration of the brand’s new equity and personality took place, followed by development of the new creative platform, rooted in the strength of the Nar (pomegranate in Azeri) word itself. It’s a national fruit with a very special place in the traditions, culture and psyche of the people of Azerbaijan.
The new NAR brand identity and the new communication platform were unveiled in April, 2015. The 'Nar Garden' platform introduces a world which perfectly manifests the new brand’s philosophy. The world where life is seen as the garden and where togetherness help happiness happen. The world open to everybody with the Nar welcoming brand line: Let’s grow together!
Year: 2013 - on-going
Agency: Young and Rubicam Russia
Client: NAR
