Creating a new telco brand

THE MISSION

The mobile market in the Bahamas had been a monopoly until the Bahamian government opened the market to competition in 2016.

A new provider ALIV was born and tasked Huskies with positioning and launching this new brand in a way that would connect with an audience unfamiliar with competition in this category.

The solution

Our market research revealed Bahamians as aspirational people who felt hemmed in by the current provider’s effect on their lifestyles. They were fiercely proud of what made their islands and culture different.

We positioned the ALIV brand around the concept of freedom to live life as Bahamians wanted to. Working in partnership with New York design agency Infinia to create a colourful, locally-inspired visual identity, we developed a comms campaign that would bring ALIV to every part of the island chain.

It incorporated everything from the website and app development to TV, radio, print, social, merchandise and POS and social media.

The brand was launched at a press conference by the country’s Prime Minister Perry Christie, and every year since launch, Huskies have partnered with ALIV to develop Summer and Christmas omnichannel campaigns, along with an always-on paid social strategy.

THE IMPACT

In just three years since its launch, our work with ALIV has helped to transform the telco market in The Bahamas, establishing a 38% market share and making it a brand now firmly embedded in the vibrant hearts and minds of the Bahamian people.