WCA Category spotlight: Best Brand Campaign
The World Communication Awards are just under a month away and we can’t hide our excitement!
With the biggest party in global telecoms almost here, Total Telecom will be putting together a series of category spotlights. Where each post will focus on a particular awards category, giving you with the key information you need to know about the categories, finalists and the awards. We’ll kick things off with the today with the Best Brand Campaign category.
Finalists
BT – BT Sport
Roshan – New Heights
EE Mobile – Biggest, Fastest, Best
Idea Cellular – Idea Internet All India
Ooredoo – Ooredoo
Orange – Go Europe
Smart Communications – Jump In
BT – BT Sport
BT Sport is BT’s new sport offering; three channels, BT Sport 1, BT Sport 2 and ESPN showing exclusive sports content including the Barclays Premier League, Aviva Rugby Premiership and Moto GP.
As well as just sport provision, they’ve also teamed up with high profile celebrity experts such as Claire Balding, Brian O’Driscoll and Jake Humphrey, offering the very best in broadcasting and helping the BT to its best year-on-year business performance in 10 years.
Roshan – New Heights
Brand campaigns in Afghanistan are few and far between, with the majority of them focusing on products, promotions or services. Roshan, did the unthinkable and launched the ‘New Heights’ campaign, celebrating 10 years of operations in Afghanistan, and the part they’ve played in the rebuilding of the economic development of the country.
Focusing on television, Roshan created a 60-second television commercial, illustrating the emotion the region- including its socioeconomic impact on jobs, finance and education, tugging at the viewership’s heartstrings. All in all, celebrating what customers and the country can do with mobile and how Afghanistan as a whole has reached ‘New Heights’.
EE Mobile – Biggest, Fastest, Best
Ahead of 4G launches from rival companies EE launched ‘Biggest, Fastest, Best’. A campaign demonstrating the commercial success and industry-leading capabilities of its network, with its world leading speeds and amazing coverage of the British population.
Making use of viral videos, #SuperfastSarnie Twitter challenge completion and of course television and cinema adverts. Not forgetting teaming up with Hollywood A-List actor Kevin Bacon to really legitimise the brand image.
Idea Cellular – Idea Internet All India
The 3rd largest mobile operator in India, launched the ‘Idea Internet All India’ campaign to build the category of mobile internet services in India.
The campaign builds on a simple cultural insight – “in India, people easily fall prey to everyday small cons for lack of information”. Internet is a great information leveller and Idea used this insight to drive the message. The Big Idea was- “India mein ab No Ullu banaoing”, meaning “now no one can make a fool of anyone in India”. The communication ended with the message “Idea Internet All India” dramatized by the catchphrase “har mobile par internet, what an idea!” (English: Internet on every mobile, what an idea!).
Ooredoo – Ooredoo
The Ooredoo brand was launched during the GSMA Mobile World Congress 2013 in order to deliver maximum impact and the launch saw a series of renowned speakers such as Cherie Blair and Dr. Hamadoun Toure of ITU take part.
Ooredoo wanted to unleash the potential of its customers throughout the group to go beyond simply connecting people to helping people achieve their full potential and supporting human growth in all its dimensions. Overall, Ooredoo recognises the potential of communications to transform lives by empowering people– and that supported the choice of the new brand and name.
Orange – Go Europe
‘Go Europe’ is a series of new roaming offers that Orange started offering in 2013 to simplify roaming charges for customers in Europe and are designed specifically to instill confidence in customers by guaranteeing that there will be no surprises.
At a time of phenomenal innovation in the telecoms market, the issue of roaming continues to be a sore spot for the industry due to a historical legacy of customers who have faced unexpectedly large bills.
With this in mind, Orange wanted to drive customer adoption of its roaming services up by making them more affordable and eradicating the associated fear of running up large bills. Simplicity and transparent pricing.
Smart Communications – Jump In
The Jump In campaign was aimed to encourage the youth to “Jump In,” to go for their dreams and embrace change – such as a change in cellular networks – that would enable them to “Live More,” in line with Smart’s overarching brand campaign.
The campaign had to make Smart relevant to them while establishing that it is young and cool, and that it spoke their language. Jump In sparked record-breaking buzz and online conversations for the brand, making it one of the most talked about launches of 2013.
To find out who will win Best Brand Campaign then you need to book your place for the World Communication Awards now. Keep an eye out for more Category Spotlights on The Editor’s Cut.
