News, Business, Branding, Marketing, Mobile, Hungary, CEE: Magyar Telekom has just launched a large-scale image campaign as the start of the re-branding process announced in June. Simultaneously with the market entry of the T-Home brand scheduled for September 8, the corporate T and T-Mobile business brands will also be rebranded.

On August 22 Magyar Telekom introduced a major image campaign to start the re-branding process it announced this June. At the same time as the market entry of the T-Home wireline brand scheduled for September 8, the corporate “T” brand and T-Mobile business mobile services brand will also be rebranded.

On September 8 Magyar Telekom will launch its T-Home brand to replace the T-Com, T-Online and T-Kábel brands. T-Home will be the brand for home-related wireline communications and entertainment services. With implementation of the new brand the selection of wireline services offered to self-employed persons and to small and medium enterprises will also be updated. Simultaneous with the appearance of T-Home, the corporate T brand will be both retained and renewed; it will serve as an umbrella brand covering T-Home, T-Mobile and the previously renewed T-Systems brand.

The T-Mobile brand comprising both residential and business services will be renewed as well, while T-Systems continues to service its customers as the brand for small and large business solutions and info-communications (telecom and IT) services. The purpose of the re-branding is to develop a simpler brand structure which can be easily identified by the customers.

Advertisements for this image campaign were launched on August 22 on TV, radio, in the press, on billboards and online, having been prepared by McCann Ericsson Budapest Advertising Agency. Magyar Telekom’s new slogan “Together. With you” will appear on the ads; it will be used by both T-Home and T-Mobile. The slogan refers to the fact that mobile and wireline services play a significant role in communicating and sharing experiences. Magyar Telekom wishes to offer its customers the best communication services for this purpose. As a unique service in Hungary T-Home and T-Mobile make Internet, TV and telephone services accessible at home or anywhere.

As the first step of renewing the corporate identity elements the T-Pont shops located in Budapest at Aréna Plaza, Campona, Europark, Mammut I-II, Pólus Center and WestEnd shopping centres changed first; the other shops will also get a new identity. Naturally, re-branding means much more than renewal. By harmonising the processes and customer services associated with the phased-out and changing brands, Magyar Telekom aims to further improve the quality of customer services to strengthen customer satisfaction.

• more info: www.magyartelekom.hu