The new slogan is in line with Tigo’s ‘digital lifestyle agenda’ to staying on the cutting edge of technology that empowers every Ghanaian to do more with digital technology.
Speaking at a colourful event to outdoor the tagline and the company’s brand transformation over the years, Ms Roshi Motman, Tigo CEO, said the company had been able to keep pace with all digital technology changes over the past 24 years since it launched as Mobitel in 1992.
She said since 2014, the company had embarked on a remarkable transformational agenda to become the brand of choice for digital users in Ghana.
In this direction, the company has done a complete overhaul of its business model, focusing on building a business with a long term strategy and some quick wins.
“To be able to get where we are today, we had to invest millions of cedis in building a stable and reliable network. Our network availability has improved from 88 to 99 percent within one year,” she said.
In addition, the company had completely changed its product portfolios by introducing new products for today’s digital savvy customer and has sanitised and simplified all its products and services.
Ms Motman said the period also saw improved customer service levels from 11 to 78 percent in one year and customer satisfaction has improved from 38 to 64 percent within the same period.
“We have the attention of all industry players and Ghanaians because we have become smarter in the way we do business, and are attractive to top professionals, investors, partners, suppliers and most importantly to customers,” she said.
Ms Motman said the new tagline “Live it. Love it” was not just advertising slogan but a new approach and a new direction for the company to make the internet, and all the amazing features it comes with, a way of life for Ghanaians.
Mr Ato Sarpong, Deputy Minister of Communications, said organisations needed to embrace change if they were to survive in the current competitive environment.
He said history was replete with big organisations which had failed to adapt to changing trends and had seen their business collapse.
He congratulated Tigo for its brand transformation agenda and pledged the Ministry’s commitment and support for their operations.