A1 Bulgaria Rebranding Communication: concept, plan, implementation

Iliana Zaharieva, A1 Bulgaria

*Extract of the original presentation The Idea A Project was Born

The rebranding project was launched in the summer of 2017

The first step was to gather a team and organize a workshop to discuss ideas for our rebranding strategy and how to make the A1 brand successful in Bulgaria And Every Rebranding Needs… ...a good communication strategy

Start Phase 1 Phase 2 Phase 3

• Introduce A1 Group to • Introduce our new brand A1 • Announce A1’s new Bulgarian customers • Saturate the Bulgarian innovative products • Position the Group as an communication sphere with • Position our new brand innovations leader on the our key messages according to our brand worldwide telco market • Present the benefits from pillars • Show that our company is a the rebranding for our • Create brand awareness and part of something bigger clients in a clear and position A1 as a thought and better effective way leader

Involve the employees from the beginning & Engage them all the way The Execution Involving the Employees Soon the News Spread

Telekom Austria Group announced that it will rebrand all of its operations into A1 starting with the group itself

Soon after that the news that Mtel will become A1 in Bulgaria was announced internally to the key people of the company Everyone was On-boarded

Rebranding Group was created in Workplace with regular updates on the process

Positive changes in work processes, environment, conditions and benefits were announced gradually Competitions and inquiries were launched Phase 1 Part of Something Bigger Shareholders 4th largest telco corporation in the world Others 25 countries in America and Europe 21% América 362 mln. access lines: Móvil • 279 mln. mobile clients ÖBIB 51% 28% • 83,1 mln. fixed lines Part of A1 Group

5 months before the actual rebranding we started educating the people about A1 Group and that we are a part of it. 5G Demonstration

In February 2018 we organized the first 5G demonstration in Bulgaria with a high-speed 5G test, a VR demonstration and a robotics show. IoT Event

In cooperation with Montana Municipality we presented the advantages of the Smart City concept through the use of our Narrowband IoT technology. We demonstrated solutions for air control, waste management, intelligent lighting and smart parking. Phase 2 Jumping Into The Unknown Rebranding Event & Activities for the Employees

One day before the official launch we presented the new brand at internal event with 500 key people attending Rebranding Event for Media

The launch of the A1 brand was the biggest corporate media event in Bulgaria for 2018. The Promises We Made

We also promised our clients a slew of gifts and new products and services:

• New fin-tech offering A1 Wallet and A1 Credit Card • Our first own smartphone A1 Smart N9 • Own streaming platform A1 Xplore Music • 10 GB of mobile data as free gift to all our clients • One month free access to all channels of our TV service • Option to give feedback for our network quality and receive 500 MB mobile data bonus Media Presence

Covers in leading Bulgarian print media

Interviews with CEO and other A1 representatives

Special articles dedicated on the rebranding A1 was Everywhere Phase 3 The Art of Keeping Promises A1 Smart N9

The first A1 branded smartphone A1 Smart N9

Communicated with a live event, press release, video review on our blog and social media posts A1 Wallet & A1 Credit Card

First fin-tech services A1 branded credit card and A1 digital wallet for mobile payments.

Communicated with press releases, pitching articles to targeted media, interviews and social media communication. A1 Xplore Music

Own music streaming platform featuring over 30 million songs and the greatest variety of Bulgarian music of any similar service

Communicated with press releases, a strong social media campaign, a brand new FB account for the new service and collaboration with the MTV Varna Beach A1 Gaming League

First true gaming league in Bulgaria with a prize fund of BGN 50,000

The communication included partnership with Aniventure Comic Con, press releases, new Facebook, Instagram, YouTube and Twitch accounts dedicated to the service and a social media campaign MAX Sport

The sports channels were rebranded to MAX Sport and enriched with 3 new great football tournaments – the Spanish La Liga, the Italian Serie A and the Champions League

Communicated with an event for sports journalists, press releases and social media campaign Phase 3 Keeping the Promises to the Team Secret Garden Party

Biggest internal event for the year gathering 1,500 employees in the Botanic Garden in Sofia Other Events

Recognizing the Top Performers of A1

Awarding the Sales Champions

Celebrating the first A1 Talents Class More Benefits & Learning Opportunities

Additional benefits like flexible working time, birthday gift card, newborn gift, etc.

Digital on-boarding for new employees

Enriched online and offline training and development portfolio Hard Work Always Pays Off External Communication Results Rebranding

236 2200+ 2,5 mln. 4,02%

Articles, interviews Social media posts Reach of SM Engagement rate of and reportages generated by our communication SM communication based on our rebranding about the rebranding about the rebranding rebranding communication 1 1 month following 1 month following communication in month following the the rebranding the rebranding the 2 weeks after rebranding the event External Communication Results New Products & Services

550+ 6 4 mln. 3,5%+

Articles about our New social media Reach of SM Average engagement new products by accounts launched communication rate of SM the end of 2018 for out new products about our new communication products by the end about our new of 2018 products Rebranding Survey Results Do you know that Mtel is now A1?

Not sure No 3% 3%

Yes 94%

The data is from nationally representative survey carried out in July 2018 Internal Brand Integration Survey Results

April 2018 November 2018

Overall, I'm well informed about the 87 rebranding process 97

I understand what A1 Bulgaria promises to 90 the customers 95

91 The A1 brand brings benefits to our company 94

93 I like the A1 brand 97

80 82 84 86 88 90 92 94 96 98 100 Public Recognition

Several awards for the rebranding

Three awards for the CEO

Prizes for PR, Marketing, HR, IT, Products & Services Thank You!