The Road to Happiness: Rebuilding brand reputation; how Oi bounced back!

Oi, the telecommunications company, used emotion and smart research to wipe out marketing waste and improve consumer perceptions of the brand in South America.

Preface

A brand in crisis. A cut-throat category. No money to spend. How do you rebuild a brand after it has made headlines for all the wrong reasons? Oi used emotion and smart research to wipe out marketing waste and begin the climb back to happiness.

The Problem: A Brand in Crisis?

Oi is South America's biggest telecoms company, boasting 63 million subscribers. Formed during the privatization of Brazil's state telecoms firms, it became a regional giant, expanding into mobile, advertising nationally, and sponsoring the 2014 FIFA World Cup. However, the company was also saddled with large debts and in...

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