Following the initial excitement and strong uptake of 5G, Ericsson began to experience a slowdown in network investment from its Communications Service Providers (CSPs), despite the technology’s vast potential for further monetisation. In 2024, the year of the Olympics and the Euros, they launched a Make it Memorable campaign designed to showcase future use cases on a global stage. Our task was to create content and edutainment that would both engage and inspire CSPs across every social channel.
When it comes to events like the Olympics and Euros, everyone has a story. The key to engaging our B2B audience was to lead with emotion, not technology. So we needed a campaign that put them in their customers shoes…or as it turned out ‘seat’.
Seat 5, Row G emerged as an iconic symbol of 5G connectivity at the major sporting and music events of 2024. Representing the fan experience, it brought to life innovative applications and highlighted the potential for continued monetisation through ongoing 5G network investment. At the heart of the campaign was a physical seat, our creative anchor and ‘blue thread’, featured throughout the films. It became a stage for sharing fan stories and exploring the role of technology in transforming live events.
The campaign included:
Fan stories - short content videos capturing fans reactions and experiences at major sporting events and festivals.
Perspective stories - unpacking how 5G connectivity changed the fan experience from planning to installation to roll out. And inspiring CSP’s to unlock future opportunities for monetisation with continued network investment.
22k in channel engagements and 313k total views to date.
“Creatively they are the best agency I’ve ever worked with. From concept to creation the quality is fantastic and their focus on small details is extremely impressive. They have adjusted and worked to our tight deadlines.”
.png)
.jpg)
