Telenor on Campus
Yet another business event took place on campus. The AUBG Business Club invited Galina Chuleva, Brand and Marketing Communications Director of Telenor Bulgaria, and Yordan Zhechev, Creative Director of DDB Sofia, to conduct a discussion on the marketing strategies of the new entrant on the Bulgarian telecommunications market – Telenor.
Chuleva talked about the big transformation of Globul into a whole new brand. She emphasized that Telenor invested sufficient resources in its network and got a broader coverage of its services. After establishing a strong and working connection, the company worked on its new marketing strategies. Chuleva explained that the brand started endorsing all communication channels with the message that Globul is now Telenor. A huge change that she referred to is the new office atmosphere. The company reorganized the workplace into an open area so that none of the employees had an assigned place. According to Chuleva, many workers were skeptical about this change; however, 100 percent of them adapted to it.
She continued that a big part of the brand values is to stand for a specific segment of the market. She said many brands rush to make their numbers
, whereas Telenor prioritized two groups as a target market, such as lifestyle maximalists and progressive performers. Later in the discussion, Zhechev shared that this prioritization was one of the biggest advantages of the company.
“The brand is everything,” concluded Chuleva.
During the Q&A session, Chuleva pointed out that the company maintained market share after its re-branding. However, they lost some customers because of the promotions of the competitors.
Zhechev has studied at AUBG and has been leading the creative team of DDB Sofia for ten years. He made an interactive presentation of how DDB reacted to Telenor when the company contacted them. Zhechev emphasized that the segmentation to which the new brand referred in its strategy was very helpful.
“You can’t imagine how much damage the absence of limits makes,” Zhechev said.
He pointed out that there was “a lot of water under the bridge,” but DDB took their chance. He shared that Telenor accepted the idea they presented and slightly changed it after. Zhechev said that does not happen often, meaning that the client usually accepts the idea but changes it a lot.
“If you do not have a box, you cannot go out of the box,” concluded Zhechev.
The video that was part of the campaign included many people among which were tennis player Grigor Dimitrov and other celebrities. However, every participant in the video was there for only a couple of seconds which referred to the main idea that we are all people and no one is more important than the other.
Deyan Slanchev, a graduating fourth-year student and currently the president of StartUP@Blagoevgrad, found the event inspiring. He enjoyed listening to the explanation of how an established company was successfully transformed into a whole new brand with updated values and strategy.
“Zhechev’s presentation impressed me in terms of how he managed to grab everyone’s attention and introduced us to his experience,” third-year student Desislava Panayotova said.
“I found the event thought-provoking and was impressed by the creativity of DDB’s campaign,” Stoyan Iliev, a graduating fourth-year student and member of the Business Club, shared.