As mobile network operators face increasing pressure in the wake of unprecedented demand and declining revenues, the need for intelligent networks was becoming a key market driver.
Tellabs provides telecoms operators with infrastructure products that boost network performance and capability. The programme relied on creating regular news hooks and new angles to tell the smart network story. CCgroup had to link network performance and evolution to long-term business strategy and short-term shareholder concerns.
Mobile operators have become “utility” stocks, offering small returns and failing to attract marquee investors. We needed to prove that operators with ‘smart network’ strategies would deliver higher investor returns.
We worked with STL Partners to analyse operator strategies and quantify the anticipated returns of ‘smart network’ investments.
Launching at STL’s Telco 2.0 event, our integrated marketing campaign led with the angle that smart strategies could increase cash returns on invested capital to levels enjoyed by the likes of Google.
“With strategic thinking and content, CCGroup exemplifies how PR can instigate and lead highly successful marketing programmes that unite digital, event and above the line activity. Just one ‘peak’ during CCGroup’s global campaign generated 30 sales leads and directly impacted the Tellabs bottom line. This is an outstanding achievement in B2B marketing.” Sonny Waheed, Senior Communications Manager