Established in 1981, RAD is certainly no newcomer to the world of telecoms. The company has achieved international recognition as a major manufacturer of high quality access equipment for telecommunications networks. Temono began working with RAD in July 2007 specifically to promote the company’s mobile backhaul technology.
Aims
- Refresh ‘boring’ connotations of mobile backhaul by positioning it as enabling ‘sexier’ mobile broadband
- Position RAD as central to solving the ‘mobile broadband bottleneck’
Actions
- Conducted press tour around issue of ‘the mobile broadband bottleneck’ with telecoms media
- Launched extensive contributed article program on the same theme
- Updated previously announced contract win with T-Mobile and issued press release with 4 pre-briefs with key press using new positioning
Results
- Secured keynote at Mobile World Congress 2008
- Won Global Mobile Award presented at Mobile World Congress 2008
- Contributed articles appeared in 3 key titles freely distributed at Mobile World Congress
- Received major coverage in key technology media – The Register, Telecoms.com, Unstrung, A Week in Wireless, Telecoms Europe etc.