Our work
GWS: Better Connections
As consumers we have a massive attachment to our mobile phones, with the inability to make a call or access our favourite sites and social networks having a real emotional impact. As a leading mobile network testing and measurement company, we wanted to position GWS as a technology company highlighting issues around network coverage in real-life situations, rather than in abstracts and averages.
Insight & Idea
Diffusion’s idea was to map Britain’s “Not Spots” of poor and non-existent coverage in the most infuriating situations. The first part of the campaign focused on commuter trains, London pubs and inside people’s homes.
High profile and media worthy locations were identified with in-depth testing conducted by GWS testing engineers. Diffusion then creatively packaged the results through interactive content including maps, graphics, and data visualisations. The findings were used to secure media coverage in national media read by C-level executives working at the UK’s top mobile operators, as well as through telecoms and technology trade media.
Impact & Action
Since the start of the campaign, we have successfully put the issue of mobile network connectivity onto the mainstream news agenda, with over 100 pieces of coverage and standout national and broadcast opportunities in titles including the BBC One Show, The Times, Daily Mail in addition to trade media. In addition the research was used to secure face-to-face briefings with key media allowing GWS to explain the strength of its testing methodology and analysis directly to media and stakeholders. The campaign has helped GWS secure meetings with all the big four UK operators and key UK regulators.