Telecoms & utilities

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Data and AI for personalisation: How Telstra delivers higher engagement and conversions

Article • Mukta Lad, Event Reports, Adobe summit, April 2021

Australian telco Telstra explains why personalised experiences are important and how they can be created at scale by using data, artificial intelligence and machine learning.

Spark: Kupu

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Spark, a telecommunications brand, encouraged more Kiwis to learn the native language of Māori across New Zealand by using contextually-targeted translations to reach its audience.

Etisalat: Sonic

Case Study • MMA Smarties, Gold, MENA, 2020

Etisalat, an Emirati telco provider, launched its interactive Etisalat Sonic campaign in the MENA region to bring people together despite the social distancing measures in place as a result of the COVID-19 pandemic.

Vodafone: Qatar 5G Launch Campaign - Red Velvet and Stop the Clock

Case Study • MMA Smarties, Silver, MENA, 2020

Vodafone, a telco brand, launched an augmented-reality campaign to boost awareness of its 5G offerings in Qatar.

Etisalat: Moonwalk

Case Study • MMA Smarties, Silver, MENA, 2020

Etisalat, a telco brand, encouraged users in the UAE to download the Etisalat mobile app by launching a gamified mobile campaign.

Tencent: Show my work

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Tencent, a technology company, used a game to promote its app, Tencent VooV Meeting, during the Covid-19 lockdown in China.

Tencent: Micro Universe

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

As part of its WE Summit hosted in China, the Chinese technology company Tencent created an online experience allowing attendees and the audience to explore the micro-universe around them.

Ericsson: Ericsson UnBoxed Office

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Ericsson, a provider of Information and Communication Technology to service providers, switched its B2B marketing budget from live to virtual and launched its Unboxed Office series around the world.

Skinny: Friend-vertising

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Low-cost telco Skinny harnessed its customer superpowers to grow credibility and drive consideration in New Zealand.

Maxis Business: #Kitasapotkita / WeSupportEachOther business edition

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Communications service provider Maxis broadened its appeal to SMEs in Malaysia by creating a dedicated online platform and repurposing its sales team to help them during Covid-19.

Deutsche Telekom: Just Doing It – Celebrating Gen Z's activism

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

German telco Deutsche Telekom created a positive film-centred campaign to stay relevant and forge a meaningful connection with the nation's Gen Zers.

Spark: Play

Case Study • WARC Awards for Effectiveness, Bronze, Customer Experience, and Best Use of Tech Award, 2021

Spark, the telco, used machine learning and an app to gamify healthy physical activity for children and combat concerning screen time in New Zealand.

Verizon: Full Transparency

Case Study • SABRE Awards, Gold, North America, 2021

Verizon, a telecommunications company, helped stop the spread of fake news online in the US by launching a blockchain record book for newsrooms and media outlets to verify news.

Changing channels in B2B

Opinion • WARC, May 2021

Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.

How Colt's Net Easy Score complements NPS

Article • Brian Carruthers, Event Reports, MRS Future of B2B Research event, May 2021

Looks at how Colt Technology Services developed a Net Easy Score (NES) to better understand the impact of everyday interactions with its customers.

Changing channels in B2B

Article • Corinne Sklar, Jorrit DeVries and Alyssa Hennessy, WARC Webinars, April 2021

Fundación Telefónica: INTANGIBLES. A digital exhibition from the Telefónica Collection

Case Study • MMA Smarties, Bronze, EMEA, 2020

Fundacion Telefonica, a telco brand, connected with its audience in the Spanish-speaking world in a more meaningful way by redefining traditional art exhibitions.

MTN Chat: Recharge without leaving your chats

Case Study • MMA Smarties, Bronze, EMEA, 2020

MTN, a telco brand, launched MTN Chat in South Africa and became the first telco in the world to use WhatsApp Business to engage with consumers.

Turkcell: PUBG

Case Study • MMA Smarties, Silver, Turkey, 2020

Turkcell, a mobile phone operator, increased users in Turkey during the COVID-19 pandemic by creating its own gaming channel to attract mobile gamers to its brand.

Vodafone: BuMamaBenden

Case Study • MMA Smarties, Gold, Turkey, 2020

Vodafone, a telecommunications campaign, helped to feed stray animals across Turkey during the COVID-19 pandemic by creating an online feeding machine that provided containers of food outside Vodafone stores when Twitter users tweeted with the campaign hashtag.

Vodafone: Red Light

Case Study • MMA Smarties, Silver, Turkey, 2020

Vodafone, a telecommunications brand, supported women in Turkey suffering from domestic violence during the COVID-19 pandemic by launching an app they could turn to for support, help and advice.

Vodafone: Digitalization Journey of Vodafone's Online Sales

Case Study • MMA Smarties, Silver, Turkey, 2020

Vodafone, a telecommunications brand, increased digital sales in Turkey by developing products for where users usually break down in the digital journey to reduce customer pain points.

Turkcell: Turkcell.com

Case Study • MMA Smarties, Silver, Turkey, 2020

Turkcell, a mobile phone operator, increased night-time sales in Turkey by designing a special landing page for its night-time shoppers that provided exclusive offers during certain hours.

Vodafone: BenVarım

Case Study • MMA Smarties, Gold, Turkey, 2020

Vodafone, a telecommunications brand, launched the #BenVarım campaign to change perceptions that football is a sport dominated by men and raise awareness for women's football.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Vodafone Egypt: How to make small seem big

Case Study • Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013, pp. 0-0

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.
Singtel: Only True Fans Get It

Case Study • Amanda Lim, Jacob Wright, WARC Awards for Asian Strategy, Gold, 2020

Telco Singtel took to trolling to boost take-up of its services in Singapore.