In the dynamic world of telecommunication, GSM providers typically classify their services into three distinct segments: business, high-end, and low-end. By dividing their services in this way, providers can tailor their marketing strategies to effectively reach and engage customers within each segment, delivering the best possible customer experience and driving business growth. The target audience for a low-end product typically consists of budget-conscious consumers who are looking for a basic, affordable product that meets their basic needs. This group of consumers may include students, young adults just starting out in their careers, or individuals who are on a tight budget. They may be looking for a product that is functional and reliable but may not require the advanced features or high-quality materials that are often found in more expensive products. The marketing and advertising for low-end products often focus on affordability and value for money, highlighting the product's basic features and low price points. For several reasons, choosing young brand ambassadors to promote low-end products can be a smart marketing strategy. Young people are generally more open to trying new products and are often seen as trendsetters by their peers. They are also more likely to have a strong social media presence, which can be leveraged to promote the product to a wider audience. After Ramadan’s campaigns that were spread all over Greater Cairo, we’ve noticed how Telecom companies followed the same pattern, which is choosing a young, fresh talent to represent them. Even after Ramadan, some companies continued in the same direction; the four official telecom providers in Egypt believe that fresh talents are the winning card, and here’s why, using brand ambassadors with this age range as a marketing strategy to connect with younger audiences and to convey a message of innovation, energy, and modernity. The ambassadors are often popular or influential individuals within their communities. Using them in advertising campaigns can help telecom companies tap into their social capital to promote their products or services. Moreover, they can also help telecom companies convey a message of authenticity and relatability by featuring young people in their advertising campaigns; these companies can create a sense of connection and empathy with younger audiences who may be more likely to identify with and be influenced by people their own age. The power of SHE! Vodafone and WE chose young, female, funny, light-hearted brand ambassadors; who are Yasmin Abdul Aziz and Donia Samir Ghanem, to represent them. The reason behind the choice is to grant a message of fun and entertainment as the telecom companies, i.e., Vodafone and WE may use the appearance of funny female actresses to promote a message of fun and entertainment. By associating their products or services with laughter and enjoyment, these companies can create a positive image and build brand loyalty. Also, it’s to promote a sense of diversity and inclusion by featuring a light-hearted actress as a brand ambassador; telecommunication companies can promote a sense of diversity and inclusion. By showcasing actresses from diverse backgrounds and cultures, these companies can demonstrate their commitment to serving a wide range of customers and communities. Trap battle in Telecom’s wrestling ring Basically, choosing a rapper as a brand ambassador is to appeal to younger audiences, as rappers are often popular with younger audiences, particularly millennials and Gen Z. By featuring these rappers in their advertising campaigns, telecom companies can connect with these Gen Z audiences and appeal to their musical tastes and cultural interests. And this is exactly what WE did to introduce the Super Kix plan using the appearance of Marwan Moussa; the same goes for Afroto and WE when they promoted the internet package that is tailored for gamers, Sonic. While etisalat by e& did it in a completely different way when they used Wegz’s aura as an example that you can be a better version of yourself such as Wegz is famous for being a self-made artist who stood out by his incomparable talent. Holding out for a hero, father, and popular figure Yes, you guessed it right, it’s Mo Salah and his campaigns with Vodafone, the way Telecom adapted the appearance of Mohamed Salah using his popularity to appear as a superhero in his campaign back in January. While his Ramadan campaign wasn’t only about him, he included his family to show us another side of his beloved character. Vodafone chose Mo Salah as a brand ambassador because he is a popular and recognizable footballer with a large following in Egypt, the Middle East, and beyond. By featuring a local celebrity like Mo Salah, Vodafone strengthens its connection with local audiences and demonstrates its commitment to serving their needs. Orange raises the motto, “Come late, better than never.” Orange joined this race with only two campaigns; the first ambassador was Ahmed Saad, the telecom company used his funny persona and his close-to-heart voice to create an unforgettable omnichannel campaign along with social media and TV to promote Kart El Kebeer, which is a low-end product that targets a young, on-budget target audience and choosing Ahmed Saad who produces popular songs that is well-known among young generations. The second campaign was a very recent one, to promote Orange Cash with the help of Karim Mahmoud Abdel Aziz; the campaign was an omnichannel as well with a catchy song, and the adorable appearance of Karim Mahmoud Abdel Aziz made the campaign a very successful one. As much as Orange’s choice of ambassadors was outside the box, it was on point, and both ambassadors served the brand well. In conclusion, using brand ambassadors is a popular marketing strategy telecommunications companies use to promote their products and services. By selecting ambassadors who are young, diverse, and relatable, these companies can connect with younger audiences and promote a sense of authenticity and inclusivity. Whether using popular actresses to promote a sense of fun and entertainment, rappers to appeal to musical tastes, or footballers to strengthen local connections, these brand ambassadors are a powerful tool for telecom companies to engage with their target audience and grow their business. As the telecommunications industry continues to evolve, we can expect to see more innovative and creative uses of brand ambassadors in the future.
