The advent of 5G technology, which claims to be as fast as some high speed wired internet services, has changed the way telecoms must advertise their services. Consumers haven’t seen anything like it, and the telcos must prepare them for the innovation. Alexandra Bruell explains at The Wall Street Journal:
One of the biggest advances in telecom technology in a decade is forcing the industry’s largest players to rethink their advertising approach.
As carriers begin to roll out 5G—fifth-generation technology expected to amplify wireless speeds and power—some are focusing on emotive advertising that shows how the upgrade changes people’s lives, rather than solely promoting the price and functionality of their plans.
These companies are no longer just utilities, says Daniel Binns, the New York chief executive of branding firm Interbrand, which works with a handful of carriers. “They have to transform the way people live and work,” he says. “There’s emotion in that story.”
In late 2017, Verizon Communications Inc.VZ -0.92% launched an ad campaign showing how the company’s network, backed by 5G, will be able to change the world, from powering robotic surgery to easing traffic congestion and controlling pollution. More recently, it aired a Super Bowl spot showing the role the network played in helping first responders save football players’ lives.
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