Telecoms & utilities

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Case Study • SABRE Awards, APAC, Gold, 2021

KKDI, a telco brand, leveraged the therapeutic qualities of colouring to raise spirits during the COVID-19 pandemic in Japan.

TM Net: Jiran – hyperlocal content and commerce platform

Case Study • SABRE Awards, APAC, Gold, 2021

JIRAN, a content and commerce platform, positioned itself as the first content-driven hyper-local commerce platform in Malaysia.

M1: Dawn of an era with M1's new brand

Case Study • SABRE Awards, APAC, Diamond, 2021

M1, a telco company, increased positive sentiment surrounding the brand in Singapore by hosting a brand relaunch event.

PT Telekomunikasi Selular: Telkomsel continues to move forward

Case Study • SABRE Awards, APAC, Gold, 2021

Telkomsel, a telco brand, improved its brand image and positioned itself as a brand that supports its clients in Indonesia.

O2: The ultimate test of character - How strategy shaped a robot who could do it all

Case Study • APG (UK), Silver, 2021

O2, a telecommunications services provider, devised a creative strategy to make the brand seen again at a time when its service had never been more vital to our lives.

TM Net: Jiran-hyperlocal content & commerce platform

Case Study • SABRE Awards, APAC In2, Digital Newsrooms, 2021

Telekom Malaysia, the telecommunications company, opted for a long-term and sustainable business idea approach to aid SME in Malaysia.

Public Mobile: How "we" beat "me"

Case Study • APG (UK), Entrant, 2021

Public Mobile, a telecommunications company, launched a campaign in Canada to improve audience perception, increase share growth and build a more positive community model.

Telkomsel: Kuota ketengan – salute to ketengers

Case Study • YouTube Works for Brands, Indonesia, Grand Prix, 2021

Telkomsel, a wireless network provider, increased transactions and brand favourability in Indonesia by launching a YouTube video that targeted young people.

Globe: A Star Wars experience for all

Case Study • YouTube Works for Brands, Philippines, Best long-form storytelling, 2021

Globe Telecom, a telco brand, raised funds for Virtualahan, an organisation creating equal opportunities for people with disabilities in the Philippines by empowering them through raising donations via the Globe Rewards app.

Maxis: 5G Live: Tomorrow's Tech for Today's Problems

Case Study • June Gan, Tai Kam Leong, Emir Shafri, WARC Awards for Asian Strategy, Shortlisted, 2021

Malaysian telco Maxis collaborated with businesses and government agencies to create practical applications of 5G technology to grow leads and revenue, and establish itself as a 5G leader.

O2: The blue robot that transformed a telco’s fortunes

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

O2, a telco brand, reversed its downward sales trend in the UK by introducing a brand mascot, Bubl, to physically embody the O2 network.

AT&T: The AT&T experience store

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In March 2020, AT&T, the telecommunications brand, launched the AT&T Experience Store as part of the AT&T Discovery District in Dallas.

HMD and Nokia Mobile: HMD Media Relations

Case Study • SABRE Awards, Africa, 2021

HMD Global, a telecommunications company, launched product giveaways and secured Nokia phone reviews from key ambassadors to raise its brand image in South Africa.

Verizon: The team that wouldn't be here

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

Verizon, a wireless network operator, created an impactful Super Bowl campaign that helped consumers see how reliable its network is through a video that highlighted how first responders had used Verizon to answer life-saving calls for some NFL players.

Etisalat Egypt: The rise of the code

Case Study • Dina El Dessouky, Yosr Khalifa, Salma Ezz, WARC Prize for MENA Strategy, Entrant, 2021

Egyptian telco services provider Etisalat crafted a code-based campaign to boost take-up of its new hybrid tariff in a cluttered category.

INWI: Win by INWI

Case Study • Oussama Amraoui, Oussama Nakab, Zine Ellabidine El Uharani, Anass Drissi, WARC Prize for MENA Strategy, Entrant, 2021

Telecommunications company, inwi, revolutionised the telco landscape in Morocco with the first totally digital telecom plan.

STC Pay: The Contactless Eidiya

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Saudi Telecom Company promoted the contactless benefits of its stc pay fintech app to boost take-up while preserving an important tradition in KSA.

Jawwy: The Fairness Show

Case Study • Mario Morby, WARC Prize for MENA Strategy, Entrant, 2021

Mobile telco brand Jawwy focused on fairness to increase brand equity and grow sales in the cluttered Saudi telecom category.

Three Ireland: The Connected Island

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2021

Three, a telco brand, launched its campaign The Connected Island to bring innovative networking and technology to the isolated Irish island of Arranmore and reverse over 150 years of emigration.

Etisalat UAE: Forgotten Names

Case Study • Mostafa Hashish, Yahia Hashem, WARC Prize for MENA Strategy, Entrant, 2021

Telco operator Etisalat created an online film with a powerful message to bring people together and raise brand awareness in the UAE.

Saudi Telecom Company: Did you get 5G?

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Mobile operator stc turned educator with an online campaign that cut through the noise and increased 5G subscriptions in Saudi Arabia.

Saudi Telecom Company: Welcome to STC

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Entrant, 2021

Telco brand stc used a creative multi-channel execution to communicate developments as it relaunched across KSA, Kuwait and Bahrain.

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.

Motiv: For the extraordinarily ordinary

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Motiv, a Russian telecom operator, launched a campaign in Russia to increase its number of LTE users and alter its reputation for being 'boring' and 'outdated'.

Telstra: You don’t need Australia’s best network…until you do

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Telstra, an Australian telecommunications company, launched a campaign in Australia to stand out in the market and emphasise the importance of being with the best network provider.

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:
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.
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.
The most awarded work for effectiveness

Article • Rankings Articles, April 2021

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