Global Communications Concept & Campaign Copy
Ericsson operates in 180 countries with several different divisions, with portfolios spanning software, hardware and services. They had different campaigns going on for different parts of the business and regions. They decided they needed one cohesive way forward for a campaign that would be relevant for all areas and last for several years. Our brief was to develop a global campaign idea directly connected to Ericsson’s business strategy and value proposition.
Their mission was: We lead transformation through mobility
Together with another strategist, we developed the concept, called “We Turn” which asserted that the world was transforming and Ericsson was helping drive that transformation. This was the global messaging platform for all Marketing and Communications. After many stakeholder interviews across business units and regions, we developed a narrative summarizing the value propositions for each of the dozens of portfolio and business areas. And for each of them, we provided a copy headline and body copy they could use for this campaign that summarized their narrative. This took immense coordination, iteration and negotiation with diverse roles weighing in.
Every part of the organization, in each region, across all sales & marketing contexts and touchpoints, leveraged the concept that whole year, with very positive customer feedback.