Warc index
 

This case is the story of a corporate transformation. In just two years O2’s troubled predecessor, BT Cellnet, has been transformed into a vibrant brand and thriving business. Where it once trailed t ...

When Phones 4u launched ‘Ashamed of your mobile?’ it was into a saturated marketplace, where growth was stalling and losses were being made. Compared to the firmly established brand leaders, Carphone ...

Nokia Game is an annual event whose primary goal is to connect people to the brand and to each other.. The main commercial objectives are described as improving brand image and loyalty whilst improvin ...

The marketing objective was aimed at defending the leadership position of the brand as the most reliable of wireless providers in the US. Based on a single creative idea the agency claims that the br ...

The telecommunications market in New Zealand is fiercely competitive. Saatchi & Saatchi were faced with the task of dramatically raising the awareness and customer base of Telecom’s new youth brand “B ...

This silver-winning paper demonstrates how BT Cellnet’s £4m sponsorship of ‘Big Brother 2’ communicated key brand messages and made the brand more familiar and relevant to the key 16–24 audience. But ...

This case study describes the objectives of the campaign as 'to inspire people with a vision of what it means to be connected' and to successfully communicate with the 'virtually young'. The results ...

In the mobile phone industry, service providers are the dominant brands, even more so than the actual handset manufacturers. Nokia set out to change that, re-creating themselves through design, attit ...

1999 `Just Talk' campaign for Orange mobile phones. Specific objective to raise Orange's share of the pre-pay phone market from 11.2% to 19.5% (over 70%) in last quarter of 1999. Used TV, press, radio ...

This is a follow-up to previous IPA papers in 1996 and 1998 describing the launch and growth of Orange into an immensely valuable international brand. It is argued that the Orange brand concept is uni ...