Telecoms & utilities

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BT: Flexible BT TV Launch - Cinema Activation

Case Study • DMA (UK), Gold, 2020

BT TV, a subscription TV service, brought its flexibility to life by pranking cinema-goers to make people take notice.

Hyperoptic: Hyper-optimum bidding strategy – A global first

Case Study • DMA (UK), Gold, 2020

Hyperoptic, an internet service provider, boosted its share of the UK broadband market with a world-first use of algorithms by developing a hyper-optimum bidding strategy.

O2: GO

Case Study • DMA (UK), Gold, 2020

O2, a telecommunications brand, re-engaged audiences with a campaign that increased the number of people downloading and using the O2 Priority app in the UK.

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

Cricket Wireless: A Reason To Smile

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Cricket Wireless, the telecommunications carrier, partnered a popular Spanish-language TV show to raise awareness amongst the important Hispanic audience in the US.

Colt Technology Services: Meet CAST – Colt’s CX Supermachine with seven identities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

BT: Democratising pricing insight

Research Paper • MRS Awards Papers, Winner, MRS Award for Insight Management, 2020

BT, a telecommunications brand, partnered with DecTech to create a single point of view on pricing, thereby democratising pricing insights across every level of the organisation.

Colt Technology Services: CX Pulse – Using machine learning to improve customer intelligence capabilities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

O2: Discover Live

Case Study • Dom Whitehurst, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Telco O2 majored on its music-related credentials to target fans, drive awareness and grow brand love in the UK.

AT&T: Foundations for 5G

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Tech, 2020

AT&T Business, the telecommunications company, created a unique content series to showcase the benefits of upgrading to 5G in the US.

AT&T: Custom Growth Guides

Case Study • Jason Jahn, WARC Media Awards, Entrant, Best Use of Data, 2020

AT&T Business, the telecommunications company, used a targeted content series to engage midsize businesses in the US.

O2: Using data, empathy and out of home to sell international SIMs

Case Study • Hayley White, Jenni Gabbarelli, WARC Media Awards, Gold, Best Use of Data, 2020

UK telco brand O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign, driven by data and rooted in empathy.

O2: Data-driven search delivers for iPhone 11 launch

Case Study • Emily Rose Cole, WARC Media Awards, Gold, Best Use of Data, 2020

Telco O2 channelled the power of data to drive sales growth and efficiency gains for Apple's new flagship device in the UK.

Giving voice to the voiceless: Conducting research with the disempowered through AI-powered voice survey technology

Research Paper • Violet Lazarevic, Anne-Marie Moir and Jonathan Prosser, ESOMAR Conference papers, APAC, 2020

Telstra, a telecommunications and technology company, investigated AI-powered voice surveys as an alternative survey format for commercial research in Australia, particularly in terms of capturing a more inclusive spectrum of respondents including disempowered members of society.

Giffgaff strategy resonates with consumers

News • 23 November 2020

Telecoms giants have benefited massively since March, and none more than Giffgaff, the mobile virtual network operator, which emerged as the fourth best performing business across all sectors under lockdown in an Opportunity Index devised by Yonder.

Harnessing opportunity: Which businesses worked hardest to meet customer needs during the coronavirus pandemic?

Article • Manfred Abraham, WARC Exclusive, November, 2020

A ranking of brands by customer experience during COVID-19.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Optus’ Melissa Hopkins on marketing’s renewed power, share of search, and rebranding during COVID-19

Opinion • Gabey Goh, November 2020

Optus, a leading Australian telco, made the decision to proceed with its brand relaunch amidst a global pandemic. CMO Melissa Hopkins speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about the opportunity for marketers to reset their C-Suite value, lessons learnt from adopting a unified measurement platform and the issue with new growth metrics.

Predicting the sequential behavior of mobile Internet users based on MSM model

Research Paper • Zhengren Li, Xiaohang Zhang, Yanyu Wang, Xin Su, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 743-757

The behavior of users concerning mobile Internet varies significantly throughout the day. Results from existing studies—which generally simply segment one day into morning, afternoon, and evening—often provide inaccurate predictions of the behavior of users.

UniFi Telekom Malaysia: Second Chance

Case Study • SABRE Awards, APAC, Telecommunications, Gold, 2020

UniFi, a Wi-Fi brand, created a crisis management campaign in Malaysia that admitted its mistakes in failing to upgrade users to increase positive sentiment and penetration.

Millicom: Sangre TIGO

Case Study • SABRE Awards, LATAM, Geographic, Gold, 2020

Millicom, a telecommunications company, created a series of dynamic and interactive workshops for its employees across Latin America to give them enhanced clarity on workplace culture.

Verizon’s adfellows initiative shows how to build a diverse, inclusive talent pipeline

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2020

Verizon, the telecoms giant, has developed a fellowship program that can nurture a new generation of young diverse talent.

Artificial intelligence in telecom: Building genuine relations to improve customer experience

Research Paper • Andrea Maldonado, Natalia Carrasco, Catalina Bonnet and Hector Navarrete, ESOMAR Conference papers, Latin America, 2020

Entel, a telecommunications brand, explored how to devise a personality for its chatbot, which would both align with the brand's image and meet customers' expectations in Chile.

Share of search can predict market share

News • 14 October 2020

A brand’s share of search can help predict its market share levels several months in advance, thus helping marketers to adapt strategies in truly impactful ways as necessary.

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

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, October 2020

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.

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

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, October 2020

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.
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.
Global Ad Trends: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
What's working in telecoms and ISPs

Article • WARC Category Intelligence, March 2018, pp. 0-0

Global strategies, campaign updates and trends in the telecoms and ISPs category.
VOXI: Rebels on the inside: breaking conventions to launch a new brand

Case Study • Account Planning Group (UK), Entrant, 2019, pp. 0-0

Vodafone, the telco giant, launched the first youth mobile provider, VOXI, in the UK to surpass Vodafone's consideration among under 25s.