Telecoms & utilities

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News • 13 November 2018

FedEx, the courier and delivery service company, is adopting a more integrated, purpose-driven approach to its messaging in response to major changes taking place in the marketplace.

Why FedEx changed its messaging from giddy to humor to honor

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

FedEx, the courier and delivery service, has shifted its advertising strategy to reflect a more global, and integrated, brand positioning.

Royal Mail MarketReach: The Magic of Mail

Case Study • Direct Marketing Association - US, Runner Up, 2018

Royal Mail, a postal service and courier company, launched its new programmatic mail technology in the UK with a simple animation explaining the benefits.

United States Postal Service: USPS Operation Santa

Case Study • Direct Marketing Association - US, Gold, 2018

United States Postal Service (USPS), an independent agency of the US government responsible for providing postal service, delivered a response to children’s letters to Santa through an online scanning system in the US.

Amazon wants more control of the 'last mile'

News • 29 June 2018

SEATTLE: Amazon, the e-commerce giant, is calling on hundreds of entrepreneurs to join a new scheme that would enable them to lease branded Amazon vehicles and build up their own delivery businesses.

UberEATS uses location data for efficient marketing

News • 08 June 2018

MUMBAI: UberEATS uses its own ride and customer data from Uber in India to target its marketing by location, destination and time of day to grow orders more efficiently, according to a senior executive at the company.

UberEATS leverages data for hyper-targeting in India

Article • Anil Thakraney, Event Reports, Consumer Insights & Analytics Conference, May 2018

UberEATS has used its own ride and customer data from Uber in India to target its marketing by location, destination and time of day to grow orders.

Deutsche Post DHL Group: Taking a Stand for Globalization - An outreach campaign during Germany's G20 Presidency

Case Study • SABRE Awards, Gold Sabre Award For Executive Communications, EMEA, 2018

Deutsche Post DHL Group, a German postal and international courier service, launched an outreach campaign to establish itself as an ambassador of globalisation and contribute to an objective debate on the issue.

Understanding the customer journey to drive loyalty at Delivery Hero

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2018

Delivery Hero, the company behind restaurant delivery brands such as Hungry House, drilled down into not only the consumer’s experience, but the drivers’ and restaurants’ in order to smooth the journey and ensure loyalty.

Boost Mobile: 'Boost Your Voice' (US)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Boost Your Voice' campaign for Boost Mobile by the agency 180LA in the USA.

Deutsche Telekom: 'Magenta Unleashed' (UK)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Magenta Unleashed' campaign for Deutsche Telekom by the agency Saatchi & Saatchi in the UK.

Deutsche Telekom: 'Sea Hero Quest' (UK)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Sea Hero Quest' campaign for Deutsche Telekom by the agency Saatchi & Saatchi in the UK.

What3Words: Addressing the Problem

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

What3Words, a geocoding system, created unique pictorial envelopes as part of an addressing system to help deliver mail in developing countries.

Royal Mail: The stamps that fell to earth

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

Royal Mail, the UK postal service and courier company, drove a reappraisal of its brand, capturing data and sales in the process, by creating a collector’s edition set of 10 David Bowie stamps.

Cainiao Guoguo: How to build the biggest express company without any courier?

Case Study • Lin Liu, Tony Chang, WARC Prize for Asian Strategy, Entrant, 2017

E-commerce giant Ali Group built an aggregator express delivery app in China and raised awareness of it through a live TV show and social influencers.

USPS: Irresistible Mail

Case Study • Direct Marketing Association - US, Silver, Content, 2017

The U.S. Postal Service (USPS), enticed advertisers to use more direct mail in their marketing by creating the 'Irresistible Mail', which uses VR and augmented reality to inspire better mail marketing.

UPS: United problem solvers

Case Study • SABRE Awards, Gold, Asia-Pacific, 2017

Logistics company UPS used PR to reposition the brand as a partner to help solve business problems in order to grow its business in Asia.

United States Postal Service: Your Business Becomes Our Business

Case Study • Effie Worldwide, Bronze, North America Effies, 2017

This case study describes how the United States Postal Service (USPS), the independent US postal agency, improved its reputation with e-commerce businesses by advertising them on its trucks.

Postnord: The pride flag stamp

Case Study • SABRE Awards, Gold, EMEA, Transportation and Logistics, 2017

PostNord, the national postal service of Sweden, used PR and events to promote its new Pride Flag stamp across the country.

Royal Mail: A letter about mail fraudsters printed on the envelope for anyone to see

Case Study • Direct Marketing Association - UK, Bronze, Best use of mail

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%.

UPS: Made in China 2.0: A win-win approach to elevate the state of Chinese manufacturing

Case Study • Ida Siow and Daniel Liu, WARC Prize for Asian Strategy, Entrant, 2016

This case study shows how UPS, a delivery service brand, increased brand affinity within the Chinese market by repositioning itself as the future partner of Chinese manufacturers.

UPS: United problem solvers

Case Study • European Association of Communications Agencies, Silver and Bronze, Euro Effies, 2016

This case study explains how UPS, the package delivery company, shifted its communications to focus on problem solving to appeal to small and medium sized businesses in the UK and Germany.

BRING: Bring Award delivery

Case Study • Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2016

This case study describes how Bring, a mail and logistics company in Norway, gained more awareness and involvement around their sponsorship of award shows, by creating a new, targeted service for creative media people.

Post Danmark: The Wish Cloud

Case Study • Direct Marketing Association - US, Certificate, DMA International ECHO Awards, 2016

This case study describes how Post Danmark, the Danish postal service, helped build links between itself, online sellers and consumers through its The Wish Cloud campaign.

Australia Post: How a 200 year old brand transformed its customer experience for the digital age

Article • Brooke Hemphill, Event Reports, AMI Customer Experience Summit, June 2016

This article details how Australia Post, a 200 year old brand, transformed its customer experience to embrace digital solutions and build a more customer-centric organisation following a poor financial result in 2014.

What's working in telecoms and ISPs

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the telecoms and ISPs category.
Five reasons why telcos should come back to brand

Article • Will Collin, Admap Magazine, January 2018, pp. 28-29

Details five ways in which defining a brand's purpose brings benefits and explains why those with a clear and genuine brand purpose will be the ones to thrive the most.
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.
Marketing telecommunications: best practice in TV advertising

Article • Samuel Davis, Admap Magazine, January 2018, pp. 22-24

Looks at how UK telecoms brands are performing on TV and offers four guidelines on what works to drive both memorability and branding.
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.