Bouygues Telecom: Unforgettable Christmas

French telco Bouygues Telecom stood out among bigger competitors at Christmas through an emotional campaign showing the role of technology in bringing people together.

Campaign details

Brand: Bouygues TelecomAgency: BETCCountry: France

Market background

Bouygues Telecom is a French telecom service provider. In a market with four major players, Bouygues Telecom ranks fourth both in terms of business and brand equity.

This is a difficult situation for the brand to deal with all year round, but even more so during the holiday season, when competition is fierce and competitors throw in huge media investments.

And yet, Christmas is a critical and decisive period for Bouygues Telecom: it accounts for 25% of annual sales. To miss Christmas is to miss the...

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