Telecoms & utilities

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the telecoms and ISPs category.

FedEx seeks to understand consumer emotions

News • 30 January 2020

FedEx, the logistics company, is measuring consumer emotion as a means of tracking the most significant pain points in the customer journey.

Why FedEx is researching consumer emotions to help deliver a new brand strategy

Article • Stephen Whiteside, Event Reports, CES, January 2020

FedEx, the logistics company, is measuring consumer emotion as a means of tracking the most significant painpoints in the customer journey.

Embrace the complexity: the evolution of Deutsche Telekom’s media operating model

Article • Brian Carruthers, Event Reports, January 2020

Looks at how Deutsche Telekom developed a new media operating model to cope with the complexity of the media landscape.

Deutsche Telekom steps up e-sports play

News • 18 December 2019

Deutsche Telekom, the telecoms giant, has taken a 25% stake in SK Gaming, a German e-sports organisation for which it has been a sponsor and technology partner since mid-2018.

Amazon and Verizon partner on edge computing

News • 05 December 2019

The vastly resourced Amazon Web Services is set to work with telco Verizon in offering a 5G edge computing service that will push processing power closer to users and reduce latency, as part of a bid to outpace direct competitor Microsoft in this ...

Yorkshire Water: Without a Drought

Case Study • Data and Marketing Association, Gold, 2019

Yorkshire Water, a water and waste service, encouraged people across the UK to save water by launching a tool that sent targeted messaging to areas with low supplies of water.

VOXI Drop

Case Study • Data and Marketing Association, Silver, 2019

VOXI, a mobile offering for people aged 25 and under, reached its Gen Z audience in the UK by developing its own range of limited releases.

Pamper your parcels with Doddle

Case Study • Data and Marketing Association, Bronze, 2019

Doddle, a click-and-collect parcel company, launched a highly-targeted video campaign that offered personal treats and gifts to customers to increase usage and top of mind awareness in the UK.

TalkTalk: Faster fibre and happier customers

Case Study • Data and Marketing Association, Gold, 2019

TalkTalk, the telecom brand, targeted its users in the UK who were having a bad experience and successfully converted 10% of them into higher paying fibre customers.

BT Plus: Getting BT back in the game

Case Study • MRS Awards, Winner, MRS Award for Applications of Development, 2019

BT, a telecommunications company, strengthened its top market position in the UK by creating a customer retention proposition, BT Plus, which automatically unlocked benefits when people became a customer.

Spark: Spark's Search Engine Marketing

Case Study • Cheyenne Welham, WARC Media Awards, Entrant, Effective Use of Tech, 2019

New Zealand telecommunications brand Spark took a new approach to search engine marketing to sell more high-value mobile plans and strengthen its operating margins.

Virgin Mobile: Virgin made you feel the service like stars

Case Study • Camila Carrillo, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Virgin Mobile launched a radio takeover to stand out from competitors in Colombia.

TalkTalk: Econometrics optimisation

Case Study • Bini Yoheswaran, Simon Foster, WARC Media Awards, Silver and Attribution Special Award, Best Use of Data, 2019

Telco TalkTalk built a data-led model to increase efficiency of its marketing spend, drive uptake of subscriptions and increase the value of existing customers.

Beeline: TV attribution model based on Beeline big data

Case Study • Artem Lopukhin, Alexander Komissarov, Marina Bormot, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Telecommunications brand Beeline used a TV analytics approach based on Big Data to build awareness and promote its tariffs and services in Russia.

Skinny: Famous Names

Case Study • Rachel Leyland, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Skinny Mobile, a no-frills telco from New Zealand, grew customer numbers, increased ARPU and tenure, and lifted consideration to an all-time high.

Saudi Telecom Company: The Big Shutdown

Case Study • Dana Al Kutoubi, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Telecom brand STC closed all of its stores for a day in a stunt to force customers to use its self-service apps in Saudi Arabia.

Hydro-Québec: ElectrON Expedition

Case Study • Touché!, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Utility company Hydro-Québec used a content strategy in Canada to build a sense of pride among millennials and increase engagement among its employees.

Skinny Mobile: The Best 'Freekend' Christmas Ever!

Case Study • Rachel Leyland, WARC Media Awards, Silver and Path-to-Purchase and Effective Cross-Channel Measurement Special Awards, Effective Channel Integration, 2019

Skinny Mobile, a no-frills New Zealand telco, used an integrated channel approach to focus promotion on its data offering, instead of handsets, to deliver growth in the competitive Christmas period.

Project Unfriend: Project Unfriend

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2019

Be CyberSafe, an advocacy for the Internet and Mobile Marketing Association of the Philippines, launched a campaign to bring awareness to kids and teens about the risks of being online and avoiding child predators in the Philippines.

The alchemical marriage of big data and qual

Research Paper • Victor Ikawa and Sergey Sheykhetov, ESOMAR, Fusion, 2019

Safaricom, the telco, effectively used AI algorithms in tandem with classic qual and quant surveys to study its customer base in Kenya.

Globe Studios: Winning the box office battle

Case Study • MMA Smarties, Silver, APAC, 2019

Film production company Globe Studios leveraged mobile videos and interactive end cards to drive box office sales ahead of the launch of its movie Goyo in the Philippines.

Miami International Airport / Florida Power & Light Services: FlyGreen MIA Energy Efficiency Initiative

Case Study • MMA Smarties, Bronze, X (Global), 2019

Ahead of its efforts to create a more energy-efficient airport, Miami International Airport (MIA) developed a campaign that increased awareness for its eco-friendly project while informing and driving US users to become more energy efficient themselves.

Movistar: Maria's Message

Case Study • MMA Smarties, Gold, X (Global), 2019

Movistar, a telecommunications brand, used WhatsApp's voice messaging feature to launch a hidden message campaign alerting against gender violence in Argentina.

T-Mobile Tuesdays

Case Study • MMA Smarties, Gold, North America, 2019

Mobile operator T-Mobile’s multichannel activation, spearheaded by a Super Bowl ad, launched its partnership with fast-food brand Taco Bell, as part of a customer reward programme in the US.