Growing Digital Business

Cable & Wireless.

Experience strategy



Originally the people’s champion, LIME (formally Cable & Wirless) offered the only telecoms choice in a monopolised market. In recent years, and under increased competition, LIME concentrated on price competitiveness and market growth. As the market reached saturation however, LIME realised it needed to shift focus back to its customers.

In order to win back its customers hearts, LIME began re-engineering itself and its digital service infrastructure to regain the position as the number one service provider. To do this, an ‘Upgrade’ campaign was developed, coinciding with the introduction of a whole series of improvements and innovations to its products, service, network and billing.

The campaign is designed to build greater positivity, optimism and emotional connection with LIME customers. In a market dominated by formal and formulaic brands, it’s a clear departure from what many in the Caribbean would expect from a large telecommunications provider. The brand expression uses a new voice, one that is friendly, easy to understand, and distinctly Caribbean.

Working alongside the brand group, Rob led the experience design team, developing a Pan-Caribbean design template incorporating real-time product and service fulfillment via multiple web-services. LIME are now able to demonstrate how they play a useful and significant role in enabling the people of Cayman to do the things they want with minimal stress and maximum ease.