Internet & Telecom

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

2021 SILVER

Busting myths by connecting islands

Three acquired O2 in 2015 with the ambition of challenging Vodafone. But by 2018, outspent 2 to 1, we’d made little progress. Vodafone’s high value bill pay customers wanted strong network and data credentials. For them only Vodafone delivered. Yet, our own customers rated us higher than Vodafone. Eureka! our network had to be experienced to be believed. We reshaped our entire marketing approach to give emotional proof of our network’s strength. Bill Pay acquisition doubled, and our market share hit an all-time high of 36.7%, just 0.8% behind Vodafone.

Brand: Three
Client: Three Ireland
Agency: Core
Language: English

2021 SILVER

Reborn Together

How can Vodafone overcome the current market situation and general consumer frustrations, to regain the nation’s loyalty and trust during the most competitively entertaining time of the year, all while meeting the global requirement of introducing the brand’s new hopeful promise? By taking a human approach of showcasing to the people what they can do if they work together and feel empowered. Vodafone gave their customers the role to empower the legendary Sherihan to overcome her fears and return to the stage, to showcase that together we can overcome anything.

Brand: Vodafone
Client: Vodafone Egypt
Agency: Wunderman Thompson Cairo
Language: English

2021 BRONZE

TELUS PureFibre: Gamers can't agree on anything

Telcos have historically failed to engage an important group of heavy internet users: gamers. For the launch of the PureFibre Gigabit speed, we decided to talk about our internet with this elusive audience in a whole new way. We developed creative, Easter Egg-filled interviews from esports competitors all about the importance of a strong and fast internet connection - and showed how PureFibre ticks all the boxes. Our campaign ended up exceeding sales goals by 45% and lifted perceptions of TELUS as the best ISP for gaming by 10 points.

Brand: TELUS PureFibre
Client: TELUS
Agency: The & Parternship
Language: English

FINALISTS

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