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Telecoms & utilities

Companies in telecoms & utilities include energy suppliers, utilities companies and mobile phone networks. These categories, in which consumers switch supplier relatively infrequently, tend to be significant investors in advertising, sponsorship and direct marketing techniques. Telecoms companies, for example, hold significant amounts of data on their customers, allowing them to look at data-driven marketing options.

Key Reading

Important papers from across the Warc database

This article examines loyalty in mobile phones, looking at how handset, operating system and network each command different, yet overlapping, types of loyalty. It finds that most customers are open to switching handset brands, though this can be tempered by a good retail experience.
Why becoming the "Uncarrier" helped to transform T-Mobile's brand reputation in the US.
The carrier's ROI study on its TV campaigns, showing the benefits of marketing-mix modelling.
This article offers a solution for understanding online shopper journeys across digital touchpoints.
How the telecoms company developed a system for improving customer experiences.

Case Study

This case study describes how UK broadcaster BT Sport, aimed to engage hard-to-reach football audiences by giving away its coverage of the UEFA Champions League via a digital sampling strategy.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

Case Study

This case study describes how Google, the internet search company, improved its reputation in Russia by celebrating one of the country's most famous novelists, Leo Tolstoy.

Case Study

This case study shows how Virgin Media, a mobile operator in the UK, created #phonerumour to talk about a new iPhone launch before anyone else did and amplify the Virgin name.

Case Study

This case study explains how Royal Mail, the national postal provider in the UK, increased awareness of its mail redirection service and achieved an ROI of 434%.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.
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This case study explains how BT Sport, a British sports channel, live streamed football games on YouTube in order to gain maximum distribution and connect with fans.


This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.


This event report details how Schneider Electric, a multinational corporation that specialises in energy management and automation solutions, modernised its B2B content marketing strategy.


This report by DentsuAegis's SenseAsia research unit provides insights into consumer purchase motivations in the South East Asian telecommunications sector.


This brief article highlights how poor customer service is due to corporations focusing on cost-cutting rather than growth.


This article examines the ways in which the internet of things (IoT) can capture behavioural data to enable personalisation of goods and services.


This event report addresses how DHL, the delivery and logistics company, has turned its sponsorship programs into "active advertising" opportunities which showcase its business capabilities.
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  1. Article

    This case study describes how Vodafone, the only foreign mobile phone provider in the Turkish market, created a secret alarm app to protect women in the face of domestic violence, which saved lives and strengthened the brand's position as innovative and reliable.

  2. Article

    This case study describes how Optus, a challenger telecom company in Australia, used social media to deliver a personal service and increase sales.

  3. Article

    This case study explains how Deutsche Telekom, the German telecoms provider, used a mockumentary to convince its European customers to purchase its 'Travel & Surf' roaming package for online browsing abroad.

  4. Article

    This case study describes how Three, the mobile phone network, encouraged customers to share photos from their holidays online to promote a new free roaming policy.

  5. Article

    This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.

  6. Article

    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.

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