Brand Marketing | Ericsson

people on mobile sinch.jpg
 
 

Building global awareness of 140 years of innovation leadership

Background: Ericsson wanted to celebrate their140th anniversary with a large scale, multi-channel, global campaign, brand assets and events. The goals of this initiative were:

  • Build trust and confidence in Ericsson’s future with customers, partner and employees

  • Inspire and attract talent in critical new functions and specialties

  • Increase awareness and knowledge of Ericsson and value it creates for people, business & society

My role: Lead strategist, Project lead, Client lead, Content lead, Head writer

Approach: We started by developing a campaign concept that would be specific to this anniversary but not contrast with the long term Ericsson brand communication concept. At that time, the latter was focused on Transformation, and played out in communication as “We turn X into Y”, with iterations for every business unit and solution area.

The 140th anniversary concept that I came up with was “Turning Points” (leveraging the word “turn”), to highlight Ericsson’s 10 greatest innovations that have transformed the way the world communicates, works and lives. Once we had the concept established, we built out the platform for the global launch and several month long activation plan.

Actions:

  • I researched and wrote the guiding narrative and copy for all content, namely the 10 Turning Points (covering mobile telephony, Bluetooth, 4G and more)

  • Developed toolkits to be used across functions and regions globally to guide the launch, employee engagement, customer engagement & corporate comms

  • Developed an integrated campaign plan to engage internal and external stakeholders through various channels and activities, including social media and PR

  • Produced homepage for campaign including interactive history timeline and digital marketing assets

  • Designed and produced branding collateral to be used across local and global offices and events

  • Wrote script for main brand film covering the Turning Points and performed voiceover

  • Conceptualized, scripted and directed 10 films covering each Turning Point

  • Strategized and produced 24 hour launch celebration

  • Carried out internal trainings on campaign concept, content and activation plan

Outcomes: Our films, website, internal and external events and campaign assets had extremely positive feedback from around the world. Employees were engaged at a higher level than any other global event in decades. Events for shareholders, talent, sales teams, leadership teams and partners reported that a deeper understanding was gained for Ericsson’s specific innovations and role in the mobile connectivity revolution. 4 years later, many assets and films, as well as the content narrative on the 10 Turning Points, are still used to tell Ericsson’s story and guide communications.