TELECOM - TECNOLOGÍA QUE SE VIVE

Medal Won

• 🥈 SILVER – Business Products and Services

Campaign Overview

Telecom, Argentina’s leading telecommunications company, sought to redefine itself as a technology leader while humanizing its B2B services for small and medium-sized enterprises (SMEs) and large companies. The campaign, “Technology you experience”, delivered an emotionally resonant message that showed how Telecom’s services positively impact people’s daily lives within businesses.

The goal: to demonstrate not just what Telecom does, but why it matters.

Creative Concept

Telecom built its message around human protagonism in technology, emphasizing that behind every innovative solution is a person whose life can be enhanced. The campaign featured a main piece and four spin-offs, each highlighting specific services and their human impact:

• Asset Monitoring with IoT: Showed how real-time truck fleet monitoring empowers drivers while spotlighting their human traits of connection and care.
• Cybersecurity: Positioned Telecom as a guardian of business data, extending even to employees’ families.
• Cloud Storage: Highlighted how efficient cloud solutions free up time for personal moments, like enjoying coffee while managing operations.
• Connectivity: Demonstrated high-speed internet enabling global collaboration and personal connections.
• Customized Solutions: Offered tailored products through partnerships, solving unique business challenges.

Execution Strategy

Telecom targeted two key audiences:

1. SMEs: Often unfamiliar with Telecom’s benefits, yet in need of solutions to enhance their business operations.
2. Large Companies: Technical teams seeking reliable technology partners for optimization and profitability.

The campaign leveraged an emotional tone to humanize Telecom’s offerings, showcasing technology as a driver of empowerment and evolution, not just functionality.

Impact and Results

The campaign exceeded expectations, making Telecom Empresas a standout in its category:

• 44% growth in the SME segment, turning it into half of Telecom’s total customer base.
• Significant increases in brand awareness, Top of Mind, and relevance among SMEs and large companies.
• 88% of surveyed companies found the campaign message “very important” or “quite important.”
• 74% felt it was different from other category communications.

Why It Worked

By focusing on the human side of technology, “Technology you experience” bridged the gap between functionality and emotion, elevating Telecom’s brand relevance while driving tangible business growth.