Bringing the brand promise to life with world's biggest icons
Jason Statham, Shah Rukh Khan,
Lewis Hamilton, Megan Fox, Amina
Khalil, Ismail Mattar
ABU
DHABI, UAE, Nov. 3, 2024
/CNW/ -- e&, a leading global technology group, today unveiled
its latest brand positioning, "Go for More," inviting audiences
worldwide to discover its vast ecosystem of innovative
services and solutions. This marks a milestone in e&'s journey
to becoming a global technology powerhouse, highlighting its bold
commitment to empowering people and businesses with a full suite of
digital experiences, platforms, and tools designed to enrich
everyday life and inspire ambition.
Hatem Dowidar, Group CEO,
e&, articulated e&'s brand positioning and said: "We
want everyone to know what we stand for. We're a brand that
champions the quest for more. Our new brand positioning is both our
promise to and our overture for everyone to 'Go for More'—our
customers, shareholders, and ourselves. At our core, we believe
everyone deserves a future full of possibilities— that's what spurs
our passion and commitment to deliver value, quality, and
empowerment through every interaction."
Bringing the brand promise to life through a global brand
positioning
Connecting with global audiences across different cultures and
interests is a line-up of internationally acclaimed personalities,
including Jason Statham, Shah Rukh
Khan, Lewis Hamilton, Megan Fox, Amina
Khalil and Ismail Mattar.
This culturally rich lineup represents the universality of e&'s
message and brand reach across borders. Each celebrity resonates
with a specific campaign segment and distinct audience
demographics, creating natural virality across diverse
cultures.
Celebrating the power of the e& ecosystem
e&'s diverse portfolio today spans connectivity, digital
services, entertainment, fintech, and enterprise solutions. With
its extensive range of services and capabilities, customers
discover more ways to connect and be entertained, enabled by its
state-of-the-art connectivity solutions to vibrant entertainment
options, financial tools, and innovative mobility solutions, all
crafted to simplify life and elevate experiences.
'Go For More' provides a closer look at the rich ecosystem that
defines e&, introducing a dynamic range of brands under the
e& umbrella, each uniquely positioned to enrich people's lives,
enable businesses and empower the communities it serves.
Dowidar added, "We also want to share the story of the
'&' in our name so everyone knows who we are, what we do, the
quality of what we offer, and the breadth and value of our
ecosystem— a reminder of how far we've come and how far more we
will go for our customers, enriching every moment, every day for
everyone we reach, empowering them to pursue their more."
Delivering an extensive portfolio of services to 38 countries in
the Middle East, Asia, Africa,
and Central and Eastern Europe,
e& brings together emerging brands such as swyp,
GoChat, and Onic, focusing on digital-first solutions
tailored to digitally savvy audiences seeking flexibility and
control in their communication experiences. Through platforms like
e& life's STARZPLAY, STARZ ON, and Arena—an innovative
AI-powered social gaming service—e& offers more entertainment
with various immersive viewing and gaming experiences, meeting
diverse preferences across its footprint.
Understanding the growing need for more mobility with
eco-friendly and convenient urban transportation, e& caters to
the modern needs of mobile customers, redefining how they move
around urban spaces. Solutions like Charge&Go and
Careem provide accessible, sustainable, and convenient
options for commuting.
e& combines innovation with more convenience through
services that simplify and improve daily life. Careem Everything
App, Smiles, e& money, and WIO provide
people with seamless solutions for shopping, financial
transactions, loyalty rewards, and personal finance.
Through a robust portfolio that includes e&
enterprise, Help AG, Bespin Global, and
WIO, e& continues to deliver more business solutions
with advanced services in cybersecurity, cloud computing, digital
payments, and AI-driven decision-making, empowering businesses to
thrive in the digital economy.
Together, these brands form a powerful ecosystem that is the
backbone of e&'s commitment to continuous innovation,
empowering customers to do and achieve more in every aspect of
life. Through the new positioning of 'Go for More', e&
demonstrates how this ecosystem adds value while also creating a
journey of endless possibilities for everyone it reaches.
Capturing a legacy of innovation
Since its beginnings as the Emirates' first telecommunications
provider in 1976, e& has continuously evolved and consistently
prioritised innovation and advancement. The "Go for More" brand
positioning captures this legacy of growth that fueled e&
transformation into a global technology group, reinforcing the
group's dedication to delivering future-forward solutions that
empower customers and enterprises worldwide.
"With this brand positioning, we're inviting people to
explore more, to seek more in life, and to always expect more from
us as we continue to build our brand story with every touchpoint
and every experience," Dowidar concluded.
The new campaign rolled out on Friday, 1 November and includes
outdoor, digital, and social elements. Link
Contact: Nancy Sudheer (Senior
Manager at e& nsudheer@eand.com)
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SOURCE e&