SITUATION
MARCA was challenged to launch Hughesnet in Latin America as a new, foreign brand targeting rural communities that previously had no access to Internet. Hughesnet is the global leader in broadband satellite technology and services for home and office. While headquartered in the U.S., each country was being launched individually with teams based in each country. The goal was to unify the brand and provide guidance to local teams.
The strategy was to position Hughesnet as the global leader in satellite Internet service. We needed to build credentials as an international brand with high levels of expertise, efficacy, service, and prestige. We identified four strategic priorities:
1) Build a singular brand across the region
2) Centralize accountability and remove redundancies in marketing services
3) Identify best practices and do more of what works
4) Free local teams to focus on local engagement
As a big brand, we made a bold promise: “If you can see sky, you can get world class Internet service.”
By the end of the year, our campaign delivered its goals:
