Client: Telia Carrier | Agency: Hilanders
This is how we collaborated with Telia Carrier to tweak their image and reposition their brand. This partnership brought about a large amount of communication efforts, a manifesto that became a benchmark and a brand that really got a move on.
Fibre networks are the backbone of the web. Telia Carrier runs the world’s second largest fibre network. Internet connection has long been regarded as a rather uninteresting product a fact that has put a pressure on prices, while clients felt that every player on the market was pretty much the same as the other ones. At the same time, the operator’s share of the market – a Telia Carrier stronghold – was in decline while the content industry, where Telia Carrier weren’t as well-known, was booming.
We started by creating an approach for the brand – finding out about the brand’s raison d’être. This led up to a concept called The Carrier Of The Future, with the goal to show that Telia Carrier is the brand that makes the internet revolution possible. The communication was centered around reflecting how the content industry works, in order to show Telia Carrier’s understanding of the business. We developed a manifesto for the new concept – The Carrier Declarations. Originally, it was mainly intended as internal guidelines for how Telia Carrier would raise the bar of the business. But somehow, it made it out in the public – and is now considered a benchmark in the industry.
Since then, focus has been on maintaining and developing the brand’s international presence via knowledge-centered PR, digital marketing, campaigns, events and much more. Telia Carrier has grown into being one of the strongest companies in the Telia Group, by rapidly surpassing the goals for the communication. Today, Telia Carrier is challenging the global market leader in terms of data volumes.