Internet & Telecom

Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.

2020 SILVER

Subverting the category rulebook to transform a business.

Price comparison represents a unique category where marketing investment is unusually high relative to sales revenues. An established marketing playbook prioritises noisy, fame-driving communications that have created a high barrier to both entry and survival. This paper outlines how we found a more sustainable path to fame– and to growth – by challenging the accepted communications rules in the category, and by finding fresh focus around a core purpose. We’ve since outgrown some of the most famous advertising properties in the UK– improving marketing ROI by 36%, increasing spontaneous awareness by 45%, and growing faster than all of the competition.

Brand: Confused.com
Client: Confused.com
Agency: Karmarama
Language: English

2020 SILVER

Skinny

In 2018, Skinny was struggling. In one fell swoop, it lost almost half its stores. Brand measures were stalling & revenue was declining. Despite struggling for growth, we still had the highest NPS of any telco in New Zealand. How could we supercharge growth without losing what people loved about us? We figured out exactly what that was, turned it into a proposition, and delivered it to the whole of NZ. We grew customer numbers. Increased average revenue per user. Saw customer tenure increase. And all without sacrificing customer love.

Brand: Skinny
Client: Skinny
Agency: Colenso BBDO
Language: English

2020 BRONZE

The Team That Wouldn't Be Here

People know Verizon is America’s most reliable network, but they were losing sight of how that benefits them personally. This campaign showed people what their world would look like if it wasn’t for Verizon, by introducing The Team That Wouldn’t Be Here: 11 NFL players and a coach whose lives were saved by first responders. It made Verizon’s reliability compelling: #1 most-viewed, #1 searched, and #1 talked-about at the Super Bowl. And 174,000 new customers switched to Verizon.

Brand: Verizon
Client: Verizon
Agency: McCann New York
Language: English

FINALISTS

Airtel Giving India a lost piece of its history

T-Mobile Puerto Rico Global, sin límites

Entel Perú En familia ahorramos más con las nuevas Líneas Adicionales