Creating a brand Ghanaian entrepreneurs could rely on
Vodafone had sold the rights to their brand in Sub Saharan Africa and needed to create a new 4G data brand to compete with established market leaders in Ghana and the Congo.
Ghana is a country on the rise with young entrepreneurs fueling skyrocketing levels of growth across many industries. This audience was a generation introduced to the internet via internet cafés, and one café in particular had a reputation for reliability and accessibility.
After consultation, Vodafone’s Sub-Saharan operator Afrimax bought the Busy ISP and Internet café brand and it’s operations. We rebuilt the Busy brand from the ground up across all touchpoints leveraging it’s reputation for 24hr reliability (a rarity in West Africa) and the unique place it had in the hearts of young Ghanaians, 90% of whom had experienced the Busy brand in their youth as a means to access the ‘net.
We created a new brand proposition targeting under 30s entrepreneurs who rely on reliable 4G to grow their businesses and don’t have the time for poor customer service. The brand extended across a new retail, aftersales and service centre, all retail and commercial outposts across Ghana, website and social comms and a regional TV and radio launch campaign: ‘Hello Ghana, Welcome to Busy’.
One year later, Busy is now Ghana’s 2nd largest 4G data brand.