Spreading the word about the world’s 5G pioneers
Ericsson
Campaigns Digital Experiences UK
Spreading the word about the world’s 5G pioneers
Ericsson is a highly innovative Swedish technology brand and a leader in 5G. Its equipment is powering the next-generation of networks now being rolled out by communication service providers across the globe. To spearhead its next wave of growth, Ericsson knew it needed to step things up a gear – both strongly positioning its leadership in 5G, while also driving greater awareness and consideration for the technology – and what it makes possible. So how could we build a programme of activity that would meet both goals?
Impact
1.05m impressions on campaign content across social media
215k impressions for the Trailblazer activity across Twitter and LinkedIn
25 Trailblazers engaged and showcased for leading 5G in the UK
Insight
The good news is 5G is already being rolled-out across the UK. More than simply faster download speeds for you and me, it opens up lots of potential for businesses to do things they couldn’t do before. However, there’s one slight hitch. Many enterprises are either still unaware of the impact 5G can have on their business or simply don’t see it as a technology that’s available and worthy of their attention just yet. So we needed to change that.
Idea
We needed to challenge perceptions by creating a campaign that shows the momentum 5G is now gaining – while firmly positioning Ericsson’s leadership. While we knew the best way to do this was by providing evidence, we also recognised that we needed to do so in an interesting and engaging way. The idea was a two-fold campaign. Firstly, using Ericsson real-world customer stories that humanise and bring to life the difference 5G is making. Secondly, by celebrating and showcasing the work of the people at the forefront of the many 5G initiatives already under way across the UK.
Innovation
Through extensive research, we identified those people leading innovative 5G projects across the UK or shaping the conversation about 5G. In recognition of their work, we gave them the 5G Trailblazers accolade and created an online experience that showcased their work – creating a comprehensive and unique resource for anyone wanting to learn more about the 5G projects underway. Not only is it living proof that 5G is here and now, but it’s helped other firms start to realise its potential. The really good news is the more we’ve talked about the work of the 5G Trailblazers online, in social and at events – the more the trailblazers themselves share and spread the word further through their own channels – influencing others.
Impact
- 1.05 million impressions on campaign content across social media
- 215k impressions for the Trailblazer activity across Twitter and LinkedIn
- Plans to extend campaign across Europe and Latin America due to success
- 25 Trailblazers engaged and showcased for leading 5G in the UK
- Campaign bounce rate – 11% lower than global Ericsson benchmark
- Average time on the campaign pages – over 3x the global Ericsson benchmark
- The Economist display ad CTR – 8x the B2B benchmark
“We worked closely with Earnest to develop a campaign that would really set Ericsson apart and get cut through. It was an ambitious programme - one that's helped us not only demonstrate that 5G is very much here and now, but also to build relationships with the influential people at the forefront of industry.”
