The most talked about rebranding of 2023 has won an award. The panel of judges for the SABRE Awards EMEA named Odido, along with Bijl PR and PROOF, the winner in The Diamond Sabre Award for Superior Achievement in Brand-Building category on April 17 in London. This category specifically recognizes PR campaigns that have played a crucial role in brand strategy, positioning, messaging and the development of a brand (platform). Each year, an international expert jury considers approximately two thousand entries from Europe, the Middle East and Africa.
The transformation came about in close cooperation with partner agencies Bijl PR and PROOF, who worked on the internal and external communication before, during and after the launch. Femke Hoogendoorn, Head of Corporate Communications & CSR: “We are very happy we have won the prestigious international Sabre Award. It is a huge honor for the immense operation we worked very hard on together.”
It can be done
With a new positioning and a product offering that fully meets customer needs, T-Mobile Netherlands continued under the name Odido from September 5, 2023. 700 employees and more than 100 partners worked day in and day out, in secret, on the repositioning and rebranding of the company. At the headquarters in The Hague in the early morning, the new company, with a new mission, strategy, brand and portfolio was proudly presented to employees. Shortly after, media at headquarters were informed during a press meeting attended by a large part of the national media and trade media. From then on, the brand names T-Mobile and Tele2 changed to Odido, which serves both consumers and business customers. In total, three redesigned offices opened at that time, more than 1,200 new websites went live, new applications became usable, and in the meantime, a lot of hard work went into redesigning 119 stores. Under the motto “It can also be done this way,” Odido continues with the goal of keeping everyone up to speed with the technological possibilities of today and tomorrow.
Immense operation
An immense operation that took more than a year of hard work and secrecy. The agencies Bijl PR and PROOF were involved. Sophia Weavers, Bijl PR director and involved in the project: “A bold step. It is. But that really made it a fantastic job for us to work on. We worked closely with the Corporate Communications department on the external communications and provided statements, media training and storylines, amongst other things. I am proud that we were allowed to be part of this project. A once in a lifetime experience. Sascha Becker, director of PROOF also responds, “You just have to dare! After a long preparation in the deepest secrecy, T-Mobile became Odido Netherlands in just one weekend. A TelCo that does things completely differently. Not the technology but the human being is central. PROOF is proud that we were responsible for the internal rollout of this inspiring new brand.”
