Budapest, August 21, 2008 10:00

On August 22 Magyar Telekom will launch a large-scale image campaign as the start of its re-branding process announced in June. Simultaneously with the market entry of the T-Home brand covering the wireline services scheduled for September 8, the corporate “T” brand and T-Mobile the brand of business mobile services will be renewed as well.

Re-branding

On September 8 Magyar Telekom will launch its T-Home brand to replace the T-Com, T-Online and T-Kábel brands. T-Home will be the brand for home-related wireline communications and entertainment services. With implementation of the new brand the selection of wireline services offered to self-employed persons, small and medium enterprises will be updated as well. Simultaneously with the appearance of T-Home, the corporate “T” brand will be retained and renewed; it will serve as an umbrella brand covering T-Home, T-Mobile and the T-Systems brand which was renewed earlier. The T-Mobile brand comprising both residential and business services will be renewed as well, while T-Systems continues to service its customers as the brand for small and large business solutions and info-communications (telecom and IT) services. The purpose of the re-branding is to develop a simpler brand structure which can be easily identified by the customers.

The campaign to be launched

Advertisements of the image campaign to be launched on August 22 on TV, radio, in the press, on billboards and online are being prepared by McCann Ericsson Budapest Advertising Agency, and they will present the new “T” brand and the brand structure. Magyar Telekom’s new slogan “Life is for sharing” will appear on the ads; it will be used by both T-Home and T-Mobile. The slogan refers to the fact that mobile and wireline services play a significant role in communicating and sharing experiences. Magyar Telekom wishes to offer its customers the best communication services for this purpose. As a unique service in Hungary T-Home and T-Mobile make Internet, TV and telephone services accessible at home or anywhere.

As the first step of renewing the corporate identity elements the T-Pont shops located in Budapest at Aréna Plaza, Campona, Europark, Mammut I-II, Pólus Center and WestEnd shopping centers changed first, then the other shops will also get a new identity. Naturally, re-branding means much more than renewal. By harmonizing the processes and customer services associated with the phased-out and changing brands, Magyar Telekom aims to further improve the quality of customer services to strengthen customer satisfaction.