Warc index
 

In planning the campaign for Nokia's most high-tech cellphone, the N958GB, it was found that technology only makes sense when it provides an experience that enriches people's lives. In Brazil, it was ...

Nokia needed to make the São Paulo flagship store relevant in a city with a high concentration of concept stores and a low preference for Nokia. A launch campaign was intended to improve Nokia's image ...

Orange wanted to deepen its engagement with the youth market, but while the mobile phone was an essential part of the lives of this age-group, they were hard to reach in a manner that was both authent

Nokia was under-performing in key markets including Russia, China, Brazil and the UK, and it was imperative the launch of the Supernova helped redress this trend. The company thus aimed to get to know

There are now more mobile phone users in China than the US, and the country's handset market is growing at over 20% a year. Motorola only had a 13% share of the Chinese market in 2005, with research r ...

The mobile phone handset market is one of the most competitive and hardest fought in Europe. Sony Ericsson sought to make inroads in Poland and Russia, both of which were dominated by Nokia. The launc ...

With merely 5% market share, 3% share of voice, and key competitors spending huge amounts on advertising, Alltel faced a daunting market, and one which was nearing maximum penetration, meaning that ov ...

A little more than a decade after the wide-scale launch of mobile phones to consumers, the landscape was dominated by three major players and a large number of smaller ones. The appetite for wireless

The Braille Liga is an organisation helping the blind and the visually impaired. The objective was to create awareness for the Braille Liga, especially amongst young people. The idea of smooth infiltr

KPN, the Dutch telecommunications group, targeted small business users with a humour-based campaign designed to encourage them to use mobile email. The communications aims of the campaign, created by

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone compan ...

In launching its GoPhone prepaid cell price plan, Cingular was seeking to enter a new market and catch up with competitors such as Tracfone and Virgin which already held strong positions in the pay-as ...

During 2002 competition between wireless-telecommunication providers grew so fierce that the top four were spending $1.5 billion on media outlays, a leap above the $435 million spent in 1999. With mor ...

In 1994 a new British mobile-phone operator, Orange S.A., debuted in the wake of Britain's more established operators, such as Vodafone Group and BT Cellnet. Orange grew quickly by offering the ...

Motorola, Inc., began by selling radio accessories in the 1920s, but by 2000 mobile phones were Motorola's highest-grossing product. Even though Motorola was the world's second-largest m ...

In 1995 Motorola, Inc., dominated the mobile-phone market with 54 percent of the global market share. Over the next few years, however, Motorola was accused of losing sight of its customers' ...

Cellco Partnership, which operated under the name Verizon Wireless, was the largest mobile-phone service provider in America during 2002. Rated best by consumers in customer satisfaction, Verizon was ...

This paper shows how Sony Ericsson developed a new way of branding their mobile phones, in terms of consumer use/participation, during its campaign from 2004-05. Two models were featured: the K750i ca ...

This paper discusses the 2004-05 campaign for the mobile telephone company O2. The campaign was based on the fundamental insight that people were becoming fed up with the acquisition-driven marketing ...

The Vodafone Passport offered cheap roaming rates to travellers departing Dublin Airport and enabled them to use their mobile abroad more cheaply than before. This brief case study shows how, through ...

As explained in this brief case study, Nokia was trying to connect with the public and achieve 40% of the year's volume in the six weeks of Christmas shopping. The campaign had to achieve maximum impa ...

In order to stimulate the activation and use of their mobile browser i-mode, Hi, a Dutch Telecom company, offered MSN Messenger on mobile phones. This short paper provides brief details of the strateg ...

It's okay if you're a Muslim, a Christian or a Jew. It's okay if you're agnostic, and don't know what to do. Join the all-inclusive celebration, with no contractual obligation. Happy Chrismahanukwanza ...

How can a tiny local wireless company compete against the mega-sized juggernauts created by recent mega-mergers? Incite a Revolution. That's what Northcoast of Cleveland, Ohio did as it re-launched it ...

Vodafone New Zealand’s brand preference and customer satisfaction were starting to show some strain. It’s customers were hoping Vodafone would match Telecom New Zealand’s $10 text offer. But Vodafone ...

With the rapid growth in the mobile telecommunications market and the next generation of services almost here it was imperative for Telecom New Zealand Ltd to paint a picture of the future and win the ...

This is a story about a 3 month campaign that delivered Virgin Mobile Australia (VMA) the most significant results in its history and put the brand back on track at a time when it needed it most. The ...

Rapid advances in technology have created a proliferation of new technology products, making successful launches difficult and rare. With the launch of its T610 camera phone, Sony Ericsson created th ...

Virgin’s launch into the mobile phone market is testament to two things: that even the most mature category can be disrupted by what we have come to describe as a challenger brand, and that positionin ...