How Telefónica built brand leadership with custom content

Industry : Telecommunications & Consumer Electronics
Capabilities : Product Innovation

The Challenge

Telefónica brand is an innovative global provider of integrated digital, fixed and mobile ICT solutions for large multinational corporations. With full network operations or Commercial and Operational offices with Network Infrastructure in over 36 countries across Europe, North America and South America.

It’s the 5th largest mobile network provider in the world.

However, the perception of their business target, ICT decision makers, was disconnected from the reality of the full set of solutions that Telefónica has to offer.

Our challenge was to get the attention of this busy target, and shift their perception, bringing them to realize the worldwide leadership position and innovative thinking  Telefónica  provides.

The Idea

MRM//McCann believes that an innovative, market-leading provider of integrated solutions requires an integrated communications strategy to reach large, multinational clients. We started with the pain point facing all ICT business decision makers: how the speed of change in information and communications technology affects their business.

This target needed to be able to identify the best business opportunities in this fast changing environment in a wide range of areas, including cloud computing, M2M, unified communications, e-Health, customer experience and big data.

So we worked closely with the brains and institutions at the forefront of ICT to produce Pulso: ICT Trends for Leaders, a free Telefónica publication focusing on important trends, technology and innovation for this target audience.

The custom tablet version of this publication was one of the first in Spain available on iOS, Android and Playbook platforms.

The Execution

    The Results

    The print edition of Pulso had achieved a circulation of more than 14,000 issues. Within just three months of its introduction, the custom tablet version of this publication, along with the website version, reached 11,000+ views, for a conversion rate of more than 75%.


    The Awards

    • Gold Pearl Award 2012 - Best Tablet Content

    Custom Content Council

    • Gold Pearl Award 2011 - Editorial: Best Overall Editorial (Less than 50,000)

    Custom Content Council

    • Bronze Pearl Award 2011 - Strategy: Best Achievement of Corporate Objectives

    Custom Content Council

    • Shortlisted Best integrated Marketing Solution of the Year (B2B)

    The International Customer Publishing Awards
    The Association of Publishing Agencies/Content Marketing Association (CMA)

    • Nominee (shortlist) - European Excellence Awards 2011 - External Publication

    Communication Director, the Magazine for Corporate Communications and Public Relations in Europe, and co-host of the European Communication Summit