Number Portability (the ability to switch mobile providers and keep the same number) had finally come to the Eastern Caribbean markets. It was important that regional markets understand that this advancement was due to ECTEL and the NTRCs playing the respective role in the industry through policy formation, regulation, promoting the consumers’ best interests and ensuring the sector is competitive and in step with international standards. It was also important for them to understand how Number Portability worked and access the right channels for information or complaints with the service.
Address the overall awareness of ECETL’s role when launching Moblie Number Portability (MNP) while simultaneously addressing the need for regionally relevant, simple to understand explainers on Number Portability and adapt the execution for Caribbean markets.
A two-pronged campaign. One prong focused on the timeline of ECTEL’s input into the development of telecommunications in the Eastern Caribbean from landline monopolies to present day boundless wireless service and open competition, announcing MNP as the latest innovation to come. This was done through a media launch of MNP with engaging press kits that made the ABCs of MNP easy to uptake. The second prong was a Public Education campaign on MNP with the theme, “It’s Your Number, KEEP IT!”. Deliverables included: branding platform (including logo and tagline) electronic, print and online materials such as engaging, easy to understand animated explainer videos, and information material in several formats from radio to print to graphic posts for social media. In addition, a PR strategy was implemented in Dominica, Grenada, St. Kitts and Nevis, Saint Lucia and St. Vincent and the Grenadines.