Previously known as Gamma Civic, Gamma is one of the oldest and largest companies in its sector operating in the Indian Ocean Islands region, with interests ranging from construction and building materials to property development and management. Gamma is listed on the Mauritian Stock Exchange and for the 2003/4 financial year, posted turnover of Rs1 159m and a 19% increase in profitability with profit to shareholders of Rs49m.
HKLM was initially appointed to manage a strategic repositioning process to radically shift Gamma's 'commodity' image into a truly holistic brand. The new tag line, 'Dare to Dream' with its bold logo and striking red corporate colours, takes the 43-year old company into a new era of commitment to Mauritius' infrastructural development.
According to Patrice Ah Teck, Gamma director, HKLM was selected as Gamma's brand partner because of its 'entrepreneurial spirit, innovative yet strategic approach and bottom-line focus. "The level and quality of HKLM's service and outputs equals the best in the world," he said.
The agency/client relationship evolved to such an extent that HKLM eventually handled the full spectrum of the project, providing a turnkey service from concept and design to creating and executing a full above-the-line communications campaign. Outdoor advertising, print and poster solutions were launched this week following an initial teaser campaign.
"Geographical considerations don't hamper our ability to provide a full creative and production service," McCoy said. "Advanced telecommunications technology cuts through all boundaries. By way of illustration, HKLM has just been appointed by international money transfer company, Moneygram, to provide a full turnkey service for its pan African strategic repositioning."
One of the key aspects of the Gamma brand process was to ensure that it remained relevant to the local market. "This isn't a South African or Eurocentric solution. It was developed with careful consideration of the local language and cultural nuances," McCoy said
Another benefit of HKLM's close working relationship with its client was the upskilling of the local team. "We've always maintained that effective skills transfer is vital," he added. "Local partners should share in the success of brand initiatives, from insight and strategy through to brand activation and fulfilment."
Internal brand alignment was also essential. The brand education programme included a comprehensive brand storybook and guidelines distributed via the company's intranet as well as a 'brand ambassadors' workshop which McCoy ran for Gamma's senior management team. "The health of any brand is determined by the employees' behaviour," McCoy said. "It is absolutely vital that the internal audience understands the brand platform, what the key components of the brand are and how important their behaviour is in delivering this."
"Our new image will be hard to ignore," added Ah Teck. "In addition to the mainstream media campaign, we have our own outdoor campaign in the form of construction vehicles, signage and workwear which provide powerful visual communication opportunities for the new brand."
The relationship between HKLM and Gamma will be ongoing in order to maintain the integrity of the brand and to capitalise on branding opportunities as they arise.
Proving that its capabilities extend into above-the-line territory, brand company, Harwood Kirsten Leigh McCoy (HKLM), unveiled the new brand platform, corporate identity and advertising campaign that it created for leading Mauritian company, Gamma.
, unveiled the new brand platform, corporate identity and advertising campaign that it created for leading Mauritian company, Gamma.)