Telecoms insights drawn from various markets

31 December 2009

Like many other sectors, the telecoms market is in a period of transition at present, and Warc's users have looked to a number of countries around the world in 2009 to gain an insight into the latest trends.

China is regarded as being a vital area by most mobile phone manufacturers, and a case study from Motorola, covering its activity in the country over a two-year period, thus proved popular this year.

The brand was suffering from weak perceptions in the world's most populous nation, partly as a result of inconsistent messaging in its marketing, which failed to resonate with young consumers.

In response, Moto Tribes tapped into the desire for individualism by suggesting that young influentials, with their own distinctive styles, were united only by their choice of phone.

O2, the UK telecoms specialist, attempted to utilise word-of-mouth to strengthen its position among students, where it had come under increasing pressure from Orange, one of its major rivals.

The key to The O2 Unlimited Orgy of Fun was starting a conversation among this audience, achieved by running a variety of competitions, with weekly prizes and end of term parties for an entire university up for grabs.

It also recruited 250 on-campus “brand ambassadors”, built a dedicated Facebook page and added videos to YouTube to help drive this process, with a range of key metrics improving as a result.

Vodafone's Now You Can campaign aimed to heighten preference, awareness and recall ratings for its Mobile + services, like mobile broadband, in New Zealand, where it was taking on the role of a "challenger" brand.

Building on the notion that New Zealand itself has been transformed in recent times, the creative work sought to demonstrate how Vodafone improved people's lives at home, work or when out and about.

David Wheldon, the firm's global brand director said these efforts led to "the highest increase in brand preference ever generated by a single Vodafone campaign in a mature market anywhere in the world."

Data sourced from Warc