Ensuring the future of the mobile industry

Business challenge

Secure the future needs of mobile over competing technologies

Every four years, the United Nations brings the bodies behind competing technologies together to negotiate for an allocation of spectrum – the limited amount of global radio frequencies that enable communications.

The GSMA are the body representing the mobile industry globally, and are responsible for securing the spectrum allowance mobile and 5G need to keep growing.

Years on from the launch of 5G, with an absence of new technology news to talk about, we needed to establish clear and consistent messaging that would emotionally engage stakeholders.

Strategy

Show how mobile enables, enhances, and democratises what makes us human

We understood that government decision makers get narrative fatigue when it comes to hearing about socio-economic benefits, GDP and employment; they’ve heard it all before.

To get them excited we needed to reframe the usual rational arguments in a way that would touch their hearts first, and open their eyes to the possibilities that mobile and 5G open up.