Reis Reffold

I’ve changed to Tre

Tre is on a roll in 2023, pushing to gain market share against a backdrop of high inflation and stiff market challenges in Sweden. And the operator has serious ambitions in the B2B and fixed/ISP provider context. With the momentum building for its ‘Trevligt’ platform, Tre rolled out an integrated 2023 campaign targeting both family […]

I’ve changed to Tre Read More »

Satisfied like a king

With Vietnamobile’s young and vibrant customer base that lives on data, the telco positions itself as the ultimate digital lifestyle enabler for millennials – about 30% of the population, which numbers 99.9 million. In its 2023 market update, we heard how Vietnamobile has stuck to its promises, choosing to invigorate its signature KING+ SIM offering

Satisfied like a king Read More »

Fighting back

Recognising the hardship experienced by Sri Lankans during the country’s worst ever economic crisis, Hutch shared their open and agile approach to offer customers undisrupted connectivity at affordable prices. In 2023, Hutch rolled out a string of four key campaigns that reinforced its drive to excel in the fight back. These included a ‘Freedom of

Fighting back Read More »

Artful intelligence

Presenting another take on WHAM’s opening keynote about AI and creativity, artist Benedict Davies considers the impact of AI on the creative professions. While hype around AI might predict the future redundancy of human creativity, Marcel Duchamp’s revolutionary ‘The Creative Act’ suggests otherwise.   In 1957, the pioneering artist advocated that “the creative act is

Artful intelligence Read More »

On the up & in the mix

Drei made bold moves this year to attract the growing youth market in Austria with unlimited 5G tariffs for smartphones and homes. Just this December a new Tik Tok channel has been launched to communicate more effectively with a youth market. A “Try before you buy” campaign was a first-ever in the country. With up³

On the up & in the mix Read More »

Beyond perfection

SUPREME connects high net-worth customers with prestigious benefits, high-end experiences and privileges. And we got to see how the brand is delivering its promise through a series of exciting activations, and more importantly, the extra network resources provided to this group of creamy customers. SUPREME began as a customer loyalty program “3SUPREME” under 3 Hong

Beyond perfection Read More »

Less Malarkey

Still in its infancy as a MVNO, SMARTY is a brand that already has a compelling story to tell – and in its market update we heard how such a simple ‘no-nonsense’ strategy can strike a chord with consumers. In spite of a tightening of consumer purse strings due to high inflation, Three UK’s sister

Less Malarkey Read More »

Your best phone life

Three years on from establishing its ‘Life Needs a Big Network’ brand platform, Three UK showed us how the brand is ‘growing up’, becoming more and more relevant for consumers, and appealing to a broader set of segments. What’s working, according to Three, is a new and distinctive brand language, and a focus on authenticity

Your best phone life Read More »

Satisfaction guaranteed

As the market leader in Ireland’s mobile landscape, Three showed us how it continues to hero the positive power of connectivity, on its multi-year journey to becoming a connected living lifestyle brand.   In 2023, Jeff, Three’s award-winning bearded dragon, returned to welcome broadband to the ‘Connected Life’ platform. Speaking to the whole market, Three

Satisfaction guaranteed Read More »