Myanmar · Brand & Creative Communications
MPT: Myanmar In Our Heart
In 2018 MPT launched Myanmar In Our Heart, a brand platform to unite its many activities under one tagline. Ruder Finn Era developed the key messaging that was adapted across the platform's campaigns, sponsorships and CSR, and supported the launch, which drew more than 40 media and 100 percent positive coverage.
The challenge
MPT was doing a great deal, from data packs and new services to football sponsorship, The Voice Myanmar and CSR, but the activities read as disconnected. Consumers saw many messages and no single idea of what the company stood for.
MPT wanted an overarching brand tagline to strengthen its positioning and image, and needed messaging strong enough to hold all of that activity together.
Our solution
Ruder Finn Era provided the key messaging for Myanmar In Our Heart, an expression of MPT's identity as the operator that belongs to the country. The messaging was written to be adapted across every communication linked to the initiative.
It went on to shape service announcements such as data packs and new features, MPT's partnership with the Myanmar National League and its grassroots football programme, The Voice Myanmar and a series of CSR engagements, with the team supporting corporate communications and media relations for the launch.
The results
- Client
- MPT
- Market
- Myanmar
- Services
- Integrated Brand and Creative, Strategy and Advisory
- Sector
- Telecommunications
- Engagement
- Project
