Telecoms & utilities

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.

Singtel: Only True Fans Get It

Case Study • Amanda Lim, Jacob Wright, WARC Prize for Asian Strategy, Shortlisted, 2020

Telco Singtel took to trolling to boost take-up of its services in Singapore.

2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.

Target the frontier markets

Opinion • Melek Ourir, September 2020

Resist the temptation to ignore smaller markets and audiences that could unlock significant growth for your business, as shown by WARC MENA Prize Grand Prix-winner Tunisie Telecom, writes Wunderman Thompson’s Melek Ourir.

YouGov Ad of the Month – UK: EE

Opinion • BrandIndex, September 2020

During August, EE achieved the highest uplift in Ad Awareness of any brand in the UK with a +10.3 change.

Huawei’s approach to the pandemic: keep calm and invest

News • 26/08/2020

Huawei’s consumer business continues growing through the pandemic, partly through continued investment and partly through a reframed way of working with agency partners.

Huawei invests through the pandemic

Article • Sam Peña-Taylor, WARC Exclusive, August 2020

Huawei’s brand chief for the tech giant’s consumer business discusses how agency partnerships and brand investments have adapted through the pandemic.

Tech and telco brands lead the way into the great media unknown

Opinion • Sahaj Chawla, August 2020

In the second of Kantar’s category-specific touchpoint investigations for WARC, Sahaj Chawla takes a look at media effectiveness for tech and telco brands.

Equinor: How Equinor will face the climate challenges

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Paid), Gold, 2020

Equinor, a Petroleum refining company, built a podcast series that educated the Norwegian public on climate change to engage young people.

COVID-19 conversations: Diego Scotti, CMO, Verizon

Opinion • Anna Hamill, July 2020

Diego Scotti, EVP/CMO at US telecoms giant Verizon, speaks to Anna Hamill, WARC’s Senior Editor – Brands, about the guiding light of brand values, the need for marketing agility, and the importance of continued investment in advertising.

Verizon CMO’s advice for social networks on brand safety

News • 13/07/2020

Third-party verification and demonetising certain types of content are among the steps that social-media companies like Facebook can take to show advertisers they are addressing concerns around hateful and misleading content, according to Diego ...

Why Verizon stopped running ads on Facebook – and what the social-media giant needs to do next

Article • Anna Hamill, WARC Exclusive, July 2020

Verizon, the telecoms company, halted its advertising spend on Facebook, the social network, in relation to a concern about brand safety, and is actively working to help tackle this problem.

Etisalat Misr: Van Damme Ramadan

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Entrant, 2020

Etisalat, a telco provider in Egypt, took the fight to the competition with a - literally - hard-hitting campaign that captured consumer interest, and boosted confidence and engagement.

Ahmini: The Uncovered

Case Study • Melek Ourir, WARC Prize for MENA Strategy, Grand Prix, 2020

Telco provider Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

du: It's Good To Be Home

Case Study • Remie Abdo, Jessica Handley, WARC Prize for MENA Strategy, Entrant, 2020

Telco du boosted engagement and sales of its internet and entertainment services with a multi-channel campaign in the United Arab Emirates.

Saudi Telecom Company: What are we allowing?

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Shortlisted, 2020

Saudi telco STC's hard-hitting multi-channel approach showed parents the reality of online threats to their children while greatly increasing uptake of its child-safety app.

Jawwy: The Fair Telco Company

Case Study • Mario Morby, WARC Prize for MENA Strategy, Gold and Local Hero Award, 2020

Mobile telecom brand Jawwy used entertaining video content to resonate with Saudi youth, and achieve positive results in terms of both short-term sales and long-term brand building.

Ooredoo: It's up to us

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Telco Ooredoo drove brand favourability through a social-led Ramadan campaign in Oman, Kuwait, Tunisia and Palestine.

Etisalat Misr: Hekaya – Family Talk.

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Bronze, 2020

Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.

Etisalat Misr: Demagh Tanya (Another Mind)

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Entrant, 2020

Telco brand Etisalat used an unorthodox online campaign to increase awareness of its new youth product and grow business in Egypt.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Prize for MENA Strategy, Bronze, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Inmarsat Aviation: Sky High Economics

Case Study • SABRE Awards, Gold, EMEA, 2020

Inmarsat, a mobile satellite company, promoted its brand globally by launching research with the London School of Economics which showed how much revenue in flight connectivity (IFC) can bring to airlines.

Huawei: A not so bad year for Huawei

Case Study • SABRE Awards, Gold, EMEA, 2020

Huawei, a mobile phone brand, reacted to the crisis in the US where the Trump administration had banned it from communications networks by launching a crisis cabinet that produced articles and opinion pieces across Europe that shone a positive light on the brand.

O2 Slovakia: #DontBeAPirate

Case Study • SABRE Awards, Gold, EMEA, 2020

O2, a telecommunications brand, discouraged young drivers from using their phones at the wheel in Slovakia by getting a key influencer to livestream being caught on his phone while driving.

The Abu Dhabi National Oil Company (ADNOC): Oil & Gas 4.0 – Strengthening ADNOC’s corporate reputation as the National Oil Company of the Future

Case Study • SABRE Awards, Diamond, EMEA, 2020

The Abu Dhabi National Oil Company (ADNOC), embarked on a full-scale business transformation journey in 2017 to ensure it thrives in the fast-evolving energy landscape in Abu Dhabi.