Nedjma, the fastest-growing telecommunications company in Algeria, has officially rebranded as Ooredoo.
The announcement was made in Algeria to celebrate another major step forward in Ooredoo’s strategy to roll-out a global brand across its footprint.
The event provided a chance to explore the new Ooredoo brand, which means “I want” in Arabic, reflecting the hopes and aspirations of customers around the world.
In addition, the event saw the preview of the new Ooredoo advert for the Algerian market, starring football star and Ooredoo’s global brand ambassador Lionel Messi.
In the film, Messi is seen listening to the famous ‘Maak Yal khedra’ song (With the Greens, for the Algerian National football team), demonstrating the strong roots of the company in the country.
Ooredoo and the Leo Messi Foundation are partnering on a series of charity initiatives set to launch in Algeria in the near future. Among these initiatives is the launch of mobile health clinics, with the goal of reaching 2mn children across Ooredoo’s footprint by 2016.
To support the rebrand, the company’s campaign ‘Dima Maakoum’ (Always with you) reassures customers that they can continue to enjoy the incredible combination of service, support and value provided throughout Algeria. The campaign shows the rich history of Nedjma in Algeria and its work with the community, while conveying the message “Nedjma becomes Ooredoo”.
Recognising the strong emotional link that many people have with the Nedjma brand, the company will continue to use both the Nedjma and Ooredoo logos during the transition period of the rebrand.
Speaking on the occasion, Ooredoo Chairman HE Sheikh Abdullah bin Mohamed bin Saud al-Thani said: “This is a proud moment for the whole Ooredoo family, as another operation takes on the mantle of our new brand. Algeria has proven to be one of our most successful markets, fuelled by the strength of our connection with our customers and our strong focus on human growth. We believe the transformation into Ooredoo and our launch of 3G in Algeria will serve to enhance our performance there and enable us to further enrich lives across the country.”
Joseph Ged, Nedjma Ooredoo, CEO said: “We have built Nedjma into a brand that is loved by millions of Algerians. Rebranding as Ooredoo begins an exciting new chapter in our history, reflecting our customers’ aspirations and helping take our company to the next level. Our customers can rest assured that we will continue our proud brand values, and I am confident that our customers will continue to trust us as a brand that serves and supports them in every aspect of their lives.”
As part of the rebrand, the company headquarters in Algiers, two major brand offices, and all of the stores have been rebranded.
In parallel with the rebrand, Ooredoo is rolling-out a new 3G service in Algeria, building on the company’s heritage of offering the most advanced technology for its customers.
The company is also expanding a number of special initiatives aimed at young people in Algeria, focusing on increasing employment opportunities, encouraging entrepreneurship, and enabling people to achieve their ambitions.
Ooredoo officially announced the rebrand on 25 February 2013 at the GSMA Mobile World Congress 2013 in Barcelona, Spain. The new brand is being adopted by Ooredoo companies across its footprint throughout 2013 and 2014.