Ericsson's Head of Marketing, Communications & SCR for Europe and Latin America, Sally Croft, shares insights into the telecom giant's marketing strategy with Mobile Marketing Magazine. From leveraging cutting-edge technologies to navigating industry trends, Croft offers an interesting look at Ericsson’s operations behind their new campaign, "Make It Memorable".
The "year of the fan" in Europe
The "Make It Memorable" campaign is central to the Mobile Marketing Magazine's Q&A with Sally Croft, Head of Marketing, Communications & SCR for Europe and Latin America at Ericsson.
"The “Make It Memorable” campaign was inspired by 2024 being the "year of the fan" in Europe, a time when sports and entertainment mega-events are driving a significant increase in mobile data usage. With data usage in arenas skyrocketing by 67% year over year, it became clear that robust network capabilities are essential to manage this surge and enhance the fan experience."
Many of Ericsson's customers, Communication Service Providers (CSPs), have brand partnerships in sports and entertainment and have been closely involved with events like the UEFA Euro 2024 and Paris Olympics 2024.
Essentially, the campaign is designed to educate customers on how Ericsson's 5G technology can enhance the end-user experience.
Navigating the AI Frontier: Balancing Creativity and Control
Integrating AI into their campaign presented Ericsson with both challenges and opportunities.
AI's ability to generate unique visuals was a major asset, allowing them to create distinctive content that stood out.
AI's novelty required careful management to ensure these visuals stayed true to the brand identity. This led to tight collaboration across the Marketing, Brand, and Legal teams and a creative agency (Everywherebrand).
As mentioned by Croft, each team played a critical role: Marketing ensured strategic alignment, Brand maintained visual consistency, and Legal navigated compliance issues related to AI usage.
"The process involved iterative testing and adjustments, refining the AI to produce outputs that not only met our creative aspirations but also adhered to our brand standards. This collaboration ultimately turned our initial challenges into a success, setting a new standard for AI in our future marketing initiatives and proving its potential to revolutionise content creation."
Universal Human Emotions Strategy
To achieve global impact with the "Make It Memorable" campaign, Ericsson centred on universal human experiences. By tapping into emotions shared across cultures - the exhilaration of a concert or the passion for sports - they created a campaign that resonated with audiences worldwide.
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