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Live Better Connected, campaign strategy for Mobile UK

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The Challenge:

Mobile UK, the trade association for the UK’s mobile network operators -  EE, Virgin Media O2, Three and Vodafone, exists to extend the reach of Mobile UK amongst policymakers, regulators and the media. We work to develop a campaign strategy for Mobile UK  grow the organisation’s profile and impact among its key stakeholders and helping it to spread the message of the importance of mobile connectivity. We do this via continuous monitoring of the industry and assisting it to build awareness campaigns and establishing it as the go-to source of information.  

The Story:

To meet these objectives, we launched the ‘Live Better Connect Campaign’. The campaign spans various tactics to raise awareness and build education about the benefits of mobile connectivity to both businesses and consumers.   
 
The campaign included the ‘How Connected Are You?’ challenge which featured an online quiz for people to uncover how reliant they were on digital connectivity. This challenge was widely shared on social media, industry events, and within the media.   
 
Another part of the campaign campaign strategy for Mobile UK is the ‘Interactive Landscape’. This immersive experience allows people to discover how mobile connectivity touches every aspect of their daily lives. The landscape makes complex technical explanations accessible to individuals of all ages.  
 
A ‘Live Better Connected’ Podcast has also been created, starring guests such as industry experts from The Big Issue Group, Good Things Foundation and Local Government Association. The podcast offers guests a platform to showcase the fascinating ways mobile connectivity is being utilised and opens the channels for wider thought-provoking discussion regarding mobile connectivity.  
 
As part of the campaign, we also coordinated a street team to deliver a public survey activity. We prepared a series of questions to quiz members of the public in order to gauge opinion and understanding of importance of mobile infrastructure such as 5G masts, rooftop installations and more. 

The campaign included a ‘How Connected Are You? Challenge which featured an online quiz for people to compare how reliant they thought they were on digital connectivity to how connected they really are. This challenge was shared on social media, industry events, and within the media. 


Another part of the campaign is the ‘Interactive Landscape’. This immersive experience allows people to discover how mobile connectivity touches every aspect of their daily lives. The landscape makes complex technical explanations accessible to individuals of all ages.



A ‘Live Better Connected’ Podcast has also been created, starring guests such as industry experts from ‘The Big Issue’. The podcast offers guests a platform to showcase the fascinating ways mobile connectivity is being utilised and opens the channels for wider thought-provoking discussion regarding mobile connectivity.


Finally, we worked on our ‘Infrastructure challenge’, where we went out to the public to gauge the public’s perception of mobile infrastructure and share accurate information.

The Reaction:

Purplefish received over 1,000 online survey results from our How Connected Are You? Challenge, we spoke to over 100 members of the public about mobile infrastructure, and launched our campaign at a parliamentary reception which was attended by 67 MPs and policymakers. The podcast has eight episodes live and has had over 6.2k views.  

Mobile UK Live Better Connected Campaign
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