Telecoms & utilities

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Skinny: Famous Names

Rankings • WARC Effective 100, 2021

Skinny Mobile, a telco brand, enlarged its customer base and boosted consideration to an all-time high in New Zealand with a TV, video and OOH campaign.

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.

Tunisie Telecom: The Uncovered

Rankings • WARC Effective 100, 2021

Tunisie Telecom, a telco brand, leveraged the power of mobile to help spark social change in Tunisia.

Globe Telecom: A Star Wars Experience for All

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Globe Telecom, a telco brand, improved brand perceptions in the Philippines with its inclusive, multi-sensory campaign A Star Wars Experience.

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

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Telstra, a telco brand, focused on storytelling to convince Australia of its superiority in terms of network coverage.

B2B 내 채널 변화: 기술 및 통신 시장에서 변화하는 전략

Article • WARC Exclusive, February 2021

Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.

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.

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.

Sky Winback Team: Missed Parcel DM

Case Study • DMA (UK), Silver, 2020

Sky, a British broadcaster and telecommunications company, launched a retention campaign in the UK that encouraged ex-subscribers to return to Sky with an email that appeared as a 'you missed us' calling card.

TalkTalk: Customer Value Statement

Case Study • DMA (UK), Bronze, 2020

TalkTalk, a telecommunications company, showed consumers how important it was to them during the coronavirus pandemic by launching an email campaign that told their story of lockdown life in usage data.

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.

BT x IGN: Overpowered broadband for gamers

Case Study • DMA (UK), Silver, 2020

BT, a telco company, connected with gamers across the UK by devising a gaming tournament that showcased how BT broadband can help gamers win.

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.

dtac: Free fire

Case Study • MMA Smarties, Silver, APAC, 2020

DTAC, a telecommunications brand, connected with teenage gamers in Thailand with an interactive gamified mobile campaign.

IM3 Ooredoo: The Reconnecting Track

Case Study • MMA Smarties, Silver, APAC, 2020

IM3 Ooredoo, a telecommunications brand, released a music video in the spirit of reconnection during Ramadan in Indonesia while families and friends were physically apart due to lockdown.

dtac: CallMe VDO first voice detection banner

Case Study • MMA Smarties, Gold, APAC, 2020

DTAC, a telecommunications brand, launched its campaign CallMe VDO to demonstrate the brand's ability to innovate and lead the market in Thailand.

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.

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.

Etisalat Egypt: Problem No. Family Talk.

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.

Jawwy: The Fair Telco

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

Mobile telecom brand Jawwy used entertaining video content to resonate with Saudi youth, and achieve positive results in terms of both short-term sales and long-term brand building.

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.

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.
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.