ZIMBABWE’s state-owned telecommunications giant, NetOne, has set the marketing scene ablaze with a sweeping nationwide campaign that is hard to miss — quite literally.
Across Harare’s busy streets, and in cities across the country, bright orange billboards now dominate skylines, marking the company’s biggest visibility push in recent years.
The campaign, which industry insiders have dubbed a game changer, is designed to woo new customers with a fresh, vibrant look and a clear message — NetOne is here to connect Zimbabwe better than ever.
Slogans splashed across the billboards promise affordable packages, reliable service, and high-speed internet, targeting both households and businesses. The blitz stretches beyond traditional billboards — NetOne coordinated social media campaigns to cement the brand in the public’s mind.
Analysts say the campaign could be a strategic masterstroke in the fierce battle with other players.
“This level of visibility forces the competition to sit up,” remarked telecoms researcher Tendai Moyo of Insight Research Zimbabwe.
“But sustained growth will still hinge on consistent network quality and customer care.”
Economic commentator Farai Chikore added that NetOne’s move reflected the urgent need for state operators to modernise and compete head-to-head with private-sector rivals.
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“Branding alone will not win — they will need to back this up with service delivery and innovation,” he said.
NetOne appears ready for the challenge. The company has recently invested heavily in fibre expansion, boosted its LTE coverage, and introduced customer-friendly payment options — all part of its plan to transform its image from a legacy landline operator into a 21st-century connectivity powerhouse.
With the country now painted in NetOne’s unmistakable orange, the question is no longer whether people notice the brand — it is whether they will make the switch.
Meanwhile, the service provider delivered one of the most emphatic performances in its history, posting record growth in revenue and profits while accelerating the rollout of high-speed 4G and 5G services in a bid to outpace private-sector rivals.
