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Article

This article offers an overview of the Myanmar market, which is young, connected and seeking new brands and experiences following the end of brutal sanctions.

Case Study

This case study details how Koodo Mobile, a mobile network operator brand, changed its business trajectory through the Choose Happy campaign in Canada.

Article

This article covers how marketers can target India's poorest mobile phone users - the low average revenue per user (ARPU) demographic, multi-language programming and the impact of India's demonetization initiative on mobile marketing strategies.

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.

News

GLOBAL: The most engaged consumers are male, married and millennial, according to new research that also finds Scandinavians among the least engaged consumers in the world.

Case Study

This case study looks at a campaign from Vodafone, the international telco, in Romania that leveraged meaningfulness for the elderly in advertising 4G connectivity.

Case Study

This case study describes how Motorola re-entered the Indian market after a two-year break by launching the first Motorola smartphone, the Moto G (Gen 1) in the country, and how it won back customer trust in a cluttered smartphone market.

Case Study

This case study shows how Idea, an Indian telecoms company, made the mobile Internet more popular with a humorous campaign.

Case Study

This case study shows how O2, a mobile phone provider in the UK, used rich media content and device-specific adverts to raise awareness of O2 Gurus tech advice and increase online sales.

Case Study

This case study describes how UK telecoms provider O2 revived its flagging fortunes and increased its brand equity in the face of stiff competition.

Article

This article details research from the University of California looking into how native ads are growing and how they should work.

Case Study

This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.

Case Study

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.

Case Study

This case study describes how leading Middle Eastern telecommunications provider Etisalat created a campaign to drive subscriptions to its premium TV service, eLife TV.

Case Study

This case study describes how major Bangladeshi mobile telecommunications company Robi Axiata found a way to inspire national unity through the creation of the world's largest human flag, leading to an increase in sales.

Case Study

This case study describes how O2, the mobile phone network, helped turn video content into a powerful business tool in the UK by developing a customer service proposition fit for the digital age, thereby increasing long-term incremental value.

Case Study

This case study describes how Virgin Mobile Australia created a mobile gaming battleground in which consumers competed for prizes, to increase footfall into Virgin stores and seize the advantage from competitors.

Case Study

This case study describes how Vodafone Romania told the real-life story of Ghita, an ordinary Romanian shepherd, to improve its brand metrics.

Case Study

This case study describes how Optus, an Australia mobile provider, created an ocean buoy that warned of shark attacks to boost cultural relevancy and demonstrate the value of its network.

Case Study

This case study describes how SingTel, the telecoms company, tackled its waning brand consideration scores with a grassroots campaign that focused on the passion that ordinary Singaporeans had for traditional street food.

Case Study

This case study describes how Idea Cellular (commonly referred to as !DEA), the Indian telecoms company, launched a ringtone to explain that it is a national network, not just a regional provider.

Case Study

This case study describes how Bangladeshi telecommunications company Robi Axiata promoted national unity as well as sales by creating a world-record human flag.

Case Study

This case study explains how TrueMove H, a telecoms company, promoted its 3G product in Thailand with an emotional campaign that focussed on the role of everyday communication in people's lives.

Case Study

This case study describes the promotion of an application by Singaporean telecommunications company StarHub for remote volunteers.

Case Study

This case study describes how LINE, a mobile messenger service, held a contest and co-creation strategy to emotionally engage with users in Thailand.