Telecoms & utilities

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Constellation tees up PGA program to build B2B awareness

Article • Geoffrey Precourt and Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).

Smart Energy GB: The Power of 10p

Case Study • YouTube Works for Brands, Winner, 2018

Smart Energy GB, a national campaign for the smart meter rollout in the UK, conquered 21- to 28-year olds' energy indifference through a YouTube content series – The Power of 10p.

Stopping our taps running dry! With a little inspiration from the behavioural sciences

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, May 2018

Discusses how behavioural science helps us understand why we might often behave in a profligate manner with water - from our tendency to discount the future, our deeply embedded habits and also the fact that energy doesn't communicate our usage in the most cognitively easy ways.

Nigerdock: Free Trade Zone regulatory issue

Case Study • SABRE Awards, Gold, Public Sector/Government, Africa, 2018

Nigerdock, a Nigerian energy services company, developed a multimedia campaign to prevent a bill that sought to regulate Nigeria's free trade zone from passing.

Columbia Gas of Ohio: Energy efficiency saving matters

Case Study • SABRE Awards, North America, The SABRE Award for Superior Achievement in Measurement and Evaluation, 2018

Columbia Gas of Ohio (COH), a gas company, launched its campaign, Saving Matters, in the US to increase customer participation in its energy efficiency programs and motivate behavior change.

Florida: Remembering Hurricane Andrew: Miami-Dade's unbreakable spirit

Case Study • SABRE Awards, North America, Energy And Natural Resources, 2018

Florida Power & Light Company (FPL), a power utility company in Florida, used PR to launch a video campaign in the US to communicate storm preparedness messages and educate the public on the 25th anniversary of Hurricane Andrew.

Smart Energy GB: The Power of 10p

Case Study • Sam Guinivan, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Smart Energy GB, the independent voice of Britain's smart meter rollout, conquered 21- to 28-year-olds' energy indifference using an innovative content series.

How novel data uses are generating new revenue streams

Article • Jo Bowman, Event Reports, I-COM Data Creativity Awards, April 2018

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

Behind GE's content localisation strategy

News • 09 March 2018

SINGAPORE: Content marketing should focus on specific audiences, localisation and getting consumers to participate and contribute, according to a former GE executive.

Newfoundland Power: takeCHARGE Thermostat

Case Study • Institute of Communication Agencies, Bronze, CASSIES, 2018

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Open Road Project: 'Smile Lock Outlet' (Japan)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Smile Lock Outlet' campaign for Open Road Project by the agency Dentsu in Japan.

Gas Natural Fenosa: Cinergía – In Your Head

Case Study • Verónica Acosta, Ester Sanahuja, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Energy company Gas Natural Fenosa launched the first branded content short film in Spain to shift consumers' opinions about energy.

EDF Luminus: The 12thDevil

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

EDF Luminus, a Belgian electricity producer and energy provider, created the '12th devil' device, in partnership with the Belgium national football team (Red Devils), to promote fan energy and engagement during the EURO 16.

E.ON x Gorillaz: A Solar Collaboration

Case Study • Direct Marketing Association - UK, Gold, 2017

E.ON, a European electric services company, collaborated with the band Gorillaz to make its brand, and solar-powered energy, a relevant part of popular culture.

Litro Gas: Garu Ammawarune

Case Study • Sanjeewa Warusawitharana, WARC Prize for Asian Strategy, Entrant, 2017

Sri Lankan liquefied petroleum gas supplier, Litro Gas, used a digital campaign to increase brand recognition among domestic consumers.

Neste: Pre-order the Future

Case Study • European Association of Communications Agencies, Finalist, 2017

Neste, an energy company, successfully spread the message that renewable energy alternatives are already available today, not in the distant future with its ‘Pre-order the Future’ campaign in the UK and Finland.

Vattenfall: The Banner Ad That Can See What You See

Case Study • Direct Marketing Association - US, Bronze, Best Use of Search/Display, 2017

Energy company Vattenfall used real-time data to place personalised banner ads on Sweden's most popular real-estate website and raise awareness of its smart home products.

Enerjisa: Save Your Energy Movement

Case Study • MMA Smarties, Silver, Turkey, and Bronze, EMEA, 2017

Enerjisa, an energy provider, launched the "save your energy" campaign to show people that Earth's energy is not limitless through mobile banner ads that alter the devices settings to conserve energy.

How the IoT will save the planet: Changing energy consumption behaviour

Research Paper • Laurent Florés and Antoine Moreau, ESOMAR, Congress, 2017

This paper explains how the Internet of Things could have a positive environmental impact by using real-time displays of connected devices' power usage to help reduce electricity consumption.

EPM: Sunhats

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how EPM, a public services company, created a solar power harvesting hat that could provide electricity to remote areas in Colombia, thus increasing brand visibility.

Northumbrian Water: Dwaine Pipe Campaign

Case Study • Marketing Society UK, Excellence Awards, Commended, 2017

This case study shows how Northumbrian Water, a water company, successfully changed the UK consumer's toilet use habits.

Eaton Corporation: Eaton's Desk Toy Decision

Case Study • AME Awards, Bronze, 2017

This case study explores how Eaton Corporation, a multinational power management company, ran a national campaign in the US where desk toys entered a mock-presidential race in order to engage IT professionals.

Tennet TSO gmbh: Jointly chartering new territory – early participation in Germany’s largest electricity grid project

Case Study • SABRE Awards, Gold, EMEA, Community Relations, 2017

SuedLink, an energy-transition project to increase renewable energy supply in Germany, successfully increased public support by launching a transparency and public participation communications strategy.

Dong energy: Make Denmark greener

Case Study • SABRE Awards, Gold, EMEA, Energy and Natural Resources, 2017

DONG Energy, an energy supplier, successfully overturned and improved its reputation through a campaign that used behavioural psychology to align Danish consumers' green energy goals with those of the company.

Rosatom: Making nuclear necessary

Case Study • SABRE Awards, Gold, EMEA, Issues Management, 2017

Rosatom, a predominantly nuclear energy provider, efficiently dealt with a consumer consideration crisis by directly engaging with the South African media and its audience.

Marketing telecommunications

Article • Colin Grimshaw, Admap Magazine, January 2018, pp. 3-3

Outlines a series of papers exploring the challenges and opportunities for telecommunications brands.
Five trends in telecoms markets

Article • Emma Pilling, Admap Magazine, January 2018, pp. 36-37

Describes five key trends in the telecoms category and offers guidance on how to meet the challenges in areas such as 5G and emerging markets.
T-Mobile Tuesdays

Case Study • MMA Smarties, Silver, Relationship Building / CRM, 2017

This case study details how T-Mobile, a phone carrier company, created the 'T-Mobile Tuesdays' loyalty program in the US to build and manage its relationship with millennials.
Trend snapshot: What is 5G?

Article • Alex Brownsell, WARC Trends, September 2017

This article explores what 5G is, the impact it will have on advertisers and challenges that it faces.
Vodafone Business Services: The next-gen is ready

Case Study • Tresa Paul, Pallavi Nayak, The WARC Prize for Asian Strategy, Gold and Market Pioneer Special Award, 2017

Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.
Singtel Travel Bravely: When a telco behaves like a travel brand, it sells more

Case Study • Lynette Wong, The WARC Prize for Asian Strategy, Shortlisted, 2017

Telecommunications company Singtel increased use of its data roaming product for Singaporean customers travelling abroad with a film, social media, and digital and search ads.