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Haitian Wireless Company Voila Repositions for Future Growth

Posted onNovember 22nd, 2009 - 2:20 PM

Responding to increased competition, Voila - a leader in Haiti's wireless industry for 10 years - engaged Seattle advertising agency The Garrigan Lyman Group to redefine its brand position. The new campaign draws on Voila's strong commitment to Haiti and features a television spot with Haitian-born musician Wyclef Jean.

Over the past 10 years, the founders of Voila's parent company, Trilogy International Partners, have invested more than $200 million in Haiti building the business and supporting education, sports, music, the environment, job creation and hunger relief. In recognition of these efforts, the U.S. Department of State nominated Trilogy for the Secretary of State's 2009 Award for Corporate Excellence.

Brand positioning: What you say matters

To create the brand platform, Garrigan Lyman looked to Voila's deep Haitian roots.

"Voila's corporate citizenship is a compelling differentiator," said Rebecca Lyman, Principal, The Garrigan Lyman Group. "The Voila brand is uniquely Haitian and celebrates self-expression and personal empowerment. We crafted the positioning of 'What you say matters' as a tribute to the strong Haitian spirit and voice."

Through energetic photography, bold colors and Haitian-inspired artwork, the visuals reflect a sense of community and shared celebration. Because landlines in Haiti are extremely limited, wireless phones are critical to keep people connected to friends and family.

"Garrigan Lyman really understood our deep commitment to Haiti and our desire to celebrate the Haitian culture," said Brad Horwitz, President/CEO, Trilogy International Partners. "This work embodies the essence of Voila."

Voila and Wyclef Jean

Voila has had a long relationship with Haitian-born musician and former member of The Fugees Wyclef Jean. Raised in Haiti until age nine when his family immigrated to New York, Wyclef is a U.N. Goodwill Ambassador who returns frequently to support humanitarian efforts. Voila has partnered with Wyclef by providing the initial funding for his foundation, Yele Haiti, and has been the major contributor each year since.

Television spot features Wyclef

The television spot entitled, Nou Se "We Are," captures the spirit of Haiti's rich and vibrant culture through artwork and music. The spot features Wyclef on a canvas with paint spilling from his hands to form Haitian-inspired artwork as he speaks in native Creole about the connections all Haitians share. A cutting-edge combination of live action, 3D animation and cel animation combine to create a rich visual experience. Wyclef composed the musical score to create a sense of rhythm that flows from his movements.

Tim Garrigan and Rebecca Lyman co-founded The Garrigan Lyman Group, www.glg.com, a digital marketing and advertising agency in Seattle with offices in New York and San Francisco. Unlike traditional agencies and interactive shops, the agency offers an unmatched depth of brand and interactive experience. Clients include T-Mobile, Microsoft, Sherwin-Williams, Babolat, Quantum Corporation, Toyo Tires, and The Boys Scouts of America.

Source: The Garrigan Lyman Group


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