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Telecommunications Regulatory Authority | Telecom | Bahrain

Marsy crunch

A journey of empowering the user

About

TRA’s new comparison platform

The Telecommunications Regulatory Authority (TRA) is Bahrain’s independent regulator overseeing the telecom industry, responsible for licensing, competition promotion, consumer protection, spectrum management, and service quality monitoring.

To assist Bahraini residents in informed telecom decisions, TRA sought to create a user-friendly digital tool for comparing telecom costs and estimating speed and data usage. Aims of the platform

  • Ensure transparent access to telecom products and service information.
  • Assist individuals in making informed telecom decisions.
  • Enable cost comparison of telecom offerings.
  • Create a user-friendly digital tool for easy interaction.
  • Provide support for speed and data usage estimates.
  • Facilitate access to Bahrain’s best telecom products and services.

What we had in mind

Our primary objective was to craft a brand that resonates with the audience while effectively communicating the platform’s core purpose: a comparator engine designed to empower customers by offering intuitive decision-making tools.

This endeavor involved delving into the audience’s needs and preferences to curate a bespoke brand. Our vision was to fashion a brand identity that is straightforward, easily comprehensible, and appealing to a diverse spectrum of audiences.

How we made it happen
Brand Building
Brand Identity

The birth of Qaren
with modern appeal
Identifying the target audience provided insights into their wants, needs, and frustrations. This understanding helped us define the platform’s added value and core values, summarized into three pillars.

Convenience – A go-to place for selecting ideal phone and internet packages.
Clarity – Plain, relatable language for everyday users.
Choice – Expanding awareness of diverse operator and package options.
It was through careful consideration of these three pillars that the name “Qaren” was born. The Arabic word for “compare” encapsulates the essence of the platform.

The name represents the core purpose of the platform: Enabling users to easily compare telecom offerings and make informed choices.

Qaren – Empowering choices
We recognized the importance of providing accurate and reliable information about telecom packages. Our main aim was to create a future where customers are empowered with knowledge, facilitated by Qaren.

With a clear vision in mind, we defined the brand’s purpose:
Help consumers make informed decisions.

Recognizing individual lifestyle and usage patterns in telecom services, Qaren’s mission is to empower customers to make informed choices. It aimed to help consumers find the ideal package matching their needs, lifestyle, and budget.

Brand Activation

Activating the website
Creating a user-friendly User Interface (UI) for Qaren’s website was the key aspect of our Brand Activation process. We aimed to design a digital platform that showcased the telecom offerings and simultaneously provided a seamless and intuitive user experience.

With the objective of empowering choices, we focused on developing a clean and modern website interface. The UI design incorporated a minimalistic approach, ensuring that the information and features were presented in a clear and organized manner.

By employing a user-centric design philosophy, we aimed to create an interface that was easy to navigate and understand for users of all backgrounds.

Check out Qaren’s website

Launching the platform

The launch strategy
To prepare for the platform’s soft launch, we sought insights into Bahrain consumers’ telecom challenges. Conducting a survey was crucial to address these issues effectively and establish an emotional connection with the audience in our launch campaign.

The campaign
Utilizing survey data, we tailored three teasers addressing these pain points. The teasers aimed to connect emotionally, evoke curiosity, and resonate with our audience’s needs.

After the teasers, a trilogy of revealers demonstrated Qaren’s ability to effectively address the identified pain points. Each revealer highlighted Qaren as the definitive solution, presenting a clear and compelling value proposition.

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