Alchemiser - 2B Mobile

Orchestrating a retail brand extension

Opening the mobile store market within the 2B Group

Agency
Alchemiser Middle East

Client
2B Group

Industry
Mobile and accessories

Services
Branding
Shop Design
Strategy

Orchestrating a retail brand extension

Opening the mobile store market within the 2B Group

Agency
Alchemiser Middle East

Client
2B Group

Industry
Mobile and accessories

Services
Branding
Shop Design
Strategy

2B Mobile is part of the 2B group that is highly recognized through its 2B Computer stores on the Middle East market. 2B group wanted to expand in the booming mobile market by launching a brand extension: 2B Mobile.

2B Mobile was positioned as an innovative brand trends setter in the Egyptian mobile business. It augments the reality of bright professionals who cannot afford anymore to leave their tech experience within their “Mobile as the New Normal” way of living, in the hands of analogue stores.

Brand Insight
Your own life is Mobile and there is only one command centre through which you now can swipe the trends and pilot it all: 2B Mobile.

Brand Personality
A digital savvy, ambitious, bright, young professional. Born leader. Trends setter. Extremely influential. Playfully driven. Smartly irreverent.

Brand Values
Forward thinking
Innovative
Trendy and fashionable

TAGLINE
Swipe the Trends
Human computer interaction research on Mobile shows that “swiping” is the most frequent and intimate habit that consumers have with their mobile phones.

Results

The launch of 2B Mobile in Cairo’s Mall of Arabia was a success. In the first year of it’s launch the new brand increased the reputation of the 2B group and help provide to the mobile customers a better experience.

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