Tigo Ghana on last Friday unveiled a new campaign “Live it. Love it,” to push down the company’s aims of improving digital lifestyle for mobile users as well as internet penetration throughout the country.

The new campaign is in line with the company's ‘digital lifestyle agenda’ to empower every Ghanaian to do more with mobile technology.

At an event to launch the new campaign and the company’s brand transformation agenda, Ms Tigo CEO, Roshi Motman, said her company had been able to keep pace with all digital technology changes over the years since it came to being as Mobitel in 1992.

According to her, the company had embarked on impressive transformational agenda to become telecom brand of choice for digital users in Ghana.

In this regards, Tigo Ghana in July 2014 took a bold decision to become the brand of choice for digital users in Ghana. This required a complete overhaul of its business model, to refocus on growth, long term sustainability and customer satisfaction

“To be able to get where we are today, we had to invest millions of dollars in building a stable and reliable network. Our network availability has improved from 88 to 99 percent within one year,” according to the CEO.

Also, 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.

On the customer service front, Ms Motman mentioned that Tigo Ghana, had significantly improved on their service levels from 11 to 80 percent in 1 year – about 80 percent of all calls that come to their new state-of-the-art Call centre are answered within 20 seconds.

“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.

The CEO emphasized that, the new campaign ‘Live it. Love it’ is not just an advertising slogan. “It’s a new approach and a new direction for us in Tigo. It reflects our ambition to be the most consumed digital service provider in the country and to make the internet, and all the amazing features it comes with, a way of life for Ghanaians.”

On his side, the Deputy Minister of Communications, Ato Sarpong, said organisations needed to embrace change if they were to survive in the current competitive environment.

He congratulated Tigo Ghana for its brand transformation agenda and pledged the Ministry’s commitment and support for the company's operations.

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