Marketing telecoms and mobile network brands

European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Vodafone, the mobile network provider, launched a new phone tariff in Europe to increase its revenue per user by talking about the emotional connection people have with their phone.

Annelies Verhaeghe, Natalie Malevsky and Thijs Van de Broek, ESOMAR, Congress, Nice, September 2014

This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.

Nick Milne and Nick Baker, ESOMAR, Congress, Nice, September 2014

This paper demonstrates how Telefonica and O2, the telecoms company and brand, developed a research-based system for improving customer experience.

Fabio Buresti, The Communications Council, Silver, Australian Effie Awards, 2014

This case study explains how Boost mobile, a pre-paid mobile brand in Australia, launched an emotional campaign in a commoditised market.

Warc Data, September 2014

This article examines global telecoms adspend in Q1 2014, finding a 1.

Stephen Whiteside, Event Reports, The Keller Fay Group webinar, July 2014

This article explains how AT&T, the US telecoms corporation, used marketing-mix modelling to determine the value of word of mouth (WOM) to the brand and describes the strategies used to maximise its effectiveness.

Mark Curtis, Warc Exclusive, August 2014

This article discusses how Amazon's Fire phone could exert a wider influence on the digital ecosystem.

Low Lai Chow, Event Reports, ad:tech ASEAN, July 2014

This event report looks at how Google successfully adopted a person-to-person approach to B2B selling via social media, eschewing corporate pages in favour of one-to-one communications leading to sales meetings.

Low Lai Chow, Event Reports, CommunicAsia, June 2014

This event report explains how changing consumer habits - especially of younger people - is affecting telecommunications companies in Asia.




Warc's pick of the most effective telecoms case studies


O2: 3D Rugby

DMA UK Grand Prix winner for the telecom/sport partnership


Creating insights-based future scenarios

Deutsche Telekom on how to build long-term value


The challenge for Indian telcos

Lessons from other industries for the fast-growth market


AT&T: The Last Text

DMA Grand Prix winner aims to stop texting while driving