The challenge

Ericsson wanted to shift the perception of 5G from an abstract promise to commercial powerhouse. Despite years of infrastructure investment, CSPs were growing apathetic – unsure how to unlock tangible ROI or tell compelling stories around their networks. The brief: reignite industry belief in 5G through the most exciting stage possible – live global events.

Rebel thinking

Whether it’s a 60,000-person stadium or a sun-drenched fan zone, people demand flawless connectivity. At the Euros and Olympics, that means real-time app access, seamless social sharing, vendor transactions, livestreaming and safety features – all at once. 5G isn’t just a faster signal, it’s a fan experience engine. And fans notice when it works.

To reframe the value of 5G, we built a campaign that didn’t focus on tech specs – but instead captured the emotion, energy and infrastructure behind unforgettable sporting moments. Ericsson had the network muscle. We brought the story to life.

Our work in action

“EventFull Experiences”

We created a trilogy of short-form, stylised films and social content designed to live across Ericsson’s Make it Memorable platform – and perform across social, sales enablement and PR.

Backstage

A fast-cut, behind-the-scenes documentary on how Ericsson and CSP partners powered Euros 2024 and the Paris Olympics. Filmed across Germany and France, it showcases seamless connectivity, vendor support, and network slicing in action. From ticketing and real-time stats to AR overlays and mobile ordering, Ericsson made every fan moment smoother.

Tent Talks

Shot on-site at events in a branded Ericsson tent, these punchy explainers broke down 5G concepts into snackable storytelling for CSP audiences:

“The Big 5 Innovations 5G Brought to Live Events”

“What Is Network Slicing Really Doing at the Euros?”

“Why Fans Will Pay for Performance”

Vendor Vibes

We filmed with vendors on-site – from early-morning setup to peak-hour sales – to capture how 5G helped them stay connected, sell more and operate efficiently. Interviews, one-word testimonials and real-time footage all built a powerful narrative of commercial impact.

Live Events Activated

UEFA Euro 2024 – German stadiums and fan zones

Paris 2024 Olympics – with CSP and venue support

Boardmasters Festival – UK’s premier music/surf event

Supported by Deutsche Telekom, Vodafone and other partners

Real Results

Ericsson ConsumerLab + Event Data:

5G users reported 20% higher satisfaction vs 4G

40% of fans willing to pay more for enhanced 5G experiences

Up to 2 terabytes per second streamed at peak moments

Vendors reported more stable transactions and faster throughput

Tent Talks achieved strong engagement with B2B audiences

Positioned Ericsson as the trusted bridge between tech and culture

 “EventFull Experiences” reignited CSP belief in the power of their networks – showing how 5G not only works, but pays. The campaign told the story from infrastructure to Instagram, delivering emotion, education and monetisation in one seamless creative system.