Tele2 was launching its 5G network in Kazakhstan alongside the new brand platform Value That Stands Out, positioning the operator as the innovation-led, value-first choice. To embody the platform, we created the Guardians of Value – agents who fight the everyday pains of mobile networks and show how Tele2 5G delivers faster, smarter connectivity.
My contribution was to define the business and comms challenge using audience and category insights (high buzz, low understanding of 5G), position 5G within Tele2’s Value That Stands Out platform, build the benefit pillars and messaging framework.