Liberty Global’s Central and Eastern Europe (CEE) operations have become the first markets to launch the new, customer-focused “Exciting Times, Love Every Moment” brand platform.

The campaign’s bright, modern and emotive visuals signal a shift in the way Liberty Global connects with consumers – and aims to inspire and motivate employees to deliver exceptional customer experience.

It came about following a global insights study commissioned last year, which found that consumers cherish the freedom of being connected anywhere, anytime, but also deeply value the shared moments that anchor them to family and friends. This led to a crucial shift in the way Liberty views its role in customers’ lives.

Sigrid van den Houte, Liberty Global’s VP Brand Media Communication and Entertainment, said: “We see that fluid lives are made up of all kinds of moments: small, silly moments, happy moments, tough moments and life-changing moments. Whether they make us feel liberated or anchored, all of these moments are meaningful to us.

“Therefore we believe it’s our role, through our connected entertainment experiences, to enable customers to create and enjoy those meaningful moments. Simply said, Exciting Times, Love Every Moment”.

According to Anna Putts, Head of Marketing Communications at UPC CEE: “Typically, our competitors take a very functional approach to communication; it’s all about internet speed and prices. We knew we were in a unique position to take a more emotional approach by focusing on the role we play in people’s lives, how we contribute to their meaningful moments.”

UPC CEE’s ‘Happy Home’ is the first consumer campaign to go live under the new brand, which will soon roll out across the Liberty Global footprint. It also marks the first time that central and market teams have worked closely together to co-create campaigns.

Two months after the launch of the campaign, UPC Romania won the Best CEE Brand Campaign at the Mobile Communication Gala 2017.