Norwegian telecommunications giant Telenor Group has launched a new campaign across Asia, titled #MoreThan.
The campaign recounts and documents the millions of lives touched and transformed and societies empowered through the company’s business initiatives.
These include Project Sampark, an initative in India empowering young women with equal opportunities to connectivity, and Easypaisa, a mobile phone-based platform offering quick and easy payment services to families across Pakistan.
The campaign launched on 14 March and is currently in multiple markets including Malaysia, Thailand, India, Pakistan, Myanmar and Bangladesh.
An ode to the company’s stated mission to “affect positive change in the world through the power of digital communications” and built in partnership with The Secret Little Agency (TSLA), #MoreThan spotlights the issues that Telenor has been addressing for over a decade.
The campaign’s production spanned cities such as Aligarh in India, Mawa in Bangladesh, Sukkur in Pakistan and the outskirts of Yangon, Myanmar to bring to life personal stories—from the perspectives of a cybersecurity ambassador, a budding tech entrepreneur, a medical student-to-be and young advocates of digital technology.
The integrated campaign will be executed across print, TV, digital, and social channels. This marks the first major campaign by the agency for the telco since it was awarded the account in January 2015.
Marcus Adaktusson, head of communications for Asia at Telenor said that the #MoreThan campaign is “another important step” in the telling of the company’s story.
“It’s a story of how mobile is about much more than connectivity. It’s about inclusion, inspiration and empowerment,” he added. “It is both our business and our responsibility to open up the potential of the world’s digital transformation to everyone. We strive to be more than a telecommunications company.”
Eunice Tan, head of strategy at TSLA said the telco’s work has resulted in impacts made in tangible areas of healthcare, education, entrepreneurship, youth and agriculture.
“All we’ve done is to tell this story to the world, in all its raw, unadulterated beauty,” she added.
Ad Nut is a sucker for stories well told, and there’s nothing more powerful than hearing the “truth of things” straight from the proverbial horse's mouth.
Ad Nut also enjoyed the slick production values in all the videos released so far, and thinks that overall it is a strong campaign for the telco brand, with the right dose of feels.
It doesn’t venture too far from the message of empowerment through connectivity that the telco has pushed over the years, notably in markets like Thailand, but Ad Nut thinks this is the most expansive one to date and, despite its scope across Asia, the simplest or clearest in execution of message—nicely done.
Ad Nut is also now a bit ashamed that all Ad Nut only uses the connectivity in the woodland office here to shop for deals on premium nuts, from online stores that offer free shipping.
Need more ads? Visit Ad Nut's Campaign colleagues:
Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East