Ericsson: Tech cetera

Ericsson, a technology company, launched a campaign to drive its technology leadership in Australia by creating an approach that engaged a broad cross-section of audiences.

Summary And Challenge

Off the back of Ericsson's 130 year anniversary, Archetype was tasked with continuing to drive Ericsson's technology leadership in Australia. The key challenge was to create an approach that engaged a broad cross-section of audiences.

The list of stakeholders Ericsson must positively influence only gets longer by the day. It's not simply a handful of Telco customers that need to be pleased. Government is an increasing and at times unpredictable influencer. And while 5G offers enormous benefit, it has also brought with it a damaging suite of conspiracy theories. The general public is now one of the...

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