Showcasing contextual intelligence

Activeark JWT was tasked with creating a captivating customer experience for Comptel's presence before, during and after Mobile World Congress 2013. Before the event, we sent out highly personalized direct mails consisting of iPad minis (that the recipients could choose to keep or return to Comptel who would then donate them to schools).

The target audience was led to a responsive website that utilized a special canvas technique that demonstrates what Comptel does - makes data beautiful - and showcases through three use case stories how the communication service providers could better serve their customers by utilizing Comptel's services. During and after the event the site will transform into a constantly updated information hub that serves people who cannot make it to Barcelona as well.

The campaign was based on a strong insight of understanding the problem that communication services have - more data than they could handle -  and showing how they could transform that problem them into opportunities for increasing revenues and customer satisfaction.

60% of sent iPad minis have lead to on-going discussions with prospect customers.


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Reaching out to a new audience

Previously, Comptel had mainly been in dialogue with technical audiences. However, in the build-up for Mobile World Congress 2013 (Barcelona, 25-28.2.2013) the goal was to reach out to the Chief Marketing Officers (CMO's) of some of the largest Communications Service Providers (CSP) of the world.

The new target audience called out for a whole new approach. We needed to show that we understand the current competitive environment the CMO's are operating in and clearly demonstrate how Comptel's services could assist the CSP's in three key areas: monetization of mobile broadband, cost savings in network infrastructure and customer satisfaction.

The key goal was to get the audience to book a meeting with Comptel at MWC or at their own premises.    

Interactive multi-channel customer experience

The campaign began with mailing out personalized iPad minis with to the core audience. Each iPad was customized with the campaign visuals and contained a personal video message from Comptel's CEO as well as step-by-step instructions on how to proceed. 

Next, the audience was taken to a responsive website at where the user can take control of data by moving the data particles by scrolling up or down - an insightful and interactive visualisation of what Comptel does. The particles are moved in real time, this is not video.

A key decision was to showcase the three areas where Comptel can help the CSP's through end-user use cases. To tell the consumer stories in a captivating way, we shot three videos enriched with graphical data from a recent Comptel survey.

The story is eventually completed by beautifully visualised product presentations and demos in face-to-face meetings.

But that's not all, during and after the event, the site will again come alive with frequently updated journalistic content. In addition, the content collected during the event will be used to engage with customers with a “Barcelona in the Box” customer workshop concept.


Since 1986, Comptel has helped more than 290 service providers across 86 countries meet over one billion subscribers’ communications and infotainment needs. Comptel’s solutions are built on an event – analysis – action strategic framework that leverages the company’s strengths in event data processing and advanced predictive analytics to enable real-time action.

Comptel’s service fulfillment, mediation, charging and policy control, and predictive social analytics products with implementation and professional services enable service providers to enhance customer engagement and, in turn, create revnue, reduce costs and lessen churn. For more information, visit

Our customers are leading global CSPs, including América Móvil, Bharti Airtel, China Mobile, Orascom, QTel, Saudi Telecom, T-Mobile, Telefónica O2, Vodafone, NBN Co, Zain and the joint venture of NTT DOCOMO and Axiata Group, Robi Axiata in Bangladesh.We collaborate in sales and delivery services with our partners such as IBM, Alcatel-Lucent, Nokia Siemens Networks and Cisco.

Activeark JWT

Activeark JWT is a digitally native ad agency. We create customer experiences across all channels.

Our team of more than 100 professionals is based in Helsinki, London and Mumbai.

Activeark JWT is part of the JWT global network.