The challenge
Changing the biggest telecom
player in the market
In 2021 Azercell turned 25. So we needed a big campaign on this occasion. The objective of the campaign was however not only to highlight and celebrate all the achievements of the brand, but also to announce the new tagline developed in line with the update of the strategy. The challenge was to combine the two objectives in a meaningful way.
Strategy
We looked what other brands did on their big anniversaries and thought that we didn't want to come up with a boastful story about how cool the brand is and just give out presents on the occasion. We needed something emotional, meaningful and real — to be in line with the new strategy of the brand. So we changed the perspective and looked at these 25 years through the eyes of the most important element of the brand's existence — the consumer.
