Helping GSMA accelerate the journey to Complete 5G
01. OVERVIEW
GSMA leads the global mobile ecosystem in fostering innovation and positive change. While the industry initially fast-tracked 5G by building on existing 4G infrastructure. GSMA sought to inspire global operators to complete their transformation to standalone networks capable of delivering substantial new revenue potential. GSMA were looking to partner with a b2b content marketing agency to create a campaign that launched at Mobile World Congress 2025.
Together, we crafted a powerful campaign idea that would make a compelling case for this transition. From awareness generating video and social assets, to the landing page and full insight report we create a tool kit that clearly communicates the growth opportunities of this transformative technology.
We partnered on
- Campaign creative
- White paper
- Video production
- Landing page
- Infographic design
- Cheat sheet
- Internal briefing documentation
- Diagrams and visualisations
- Social assets
- Campaign assets (email banners, PPT sales deck)
02. CHALLENGE
GSMA needed a campaign that would move mobile network operators beyond technical discussions to strategic action. Their research with Longstreet Advisors had revealed the compelling business case for Complete 5G. The next evolution that fully realises 5G Standalone enhanced by Open Gateway APIs. This advanced approach promises significant innovation and value, but needs to be communicated in a way that would drive commitment from Mobile Network Operators worldwide.
With the campaign set to launch at MWC 2025 Barcelona, we faced tight timelines to develop a multi-faceted campaign that would both showcase the tangible growth opportunities of Complete 5G and cement GSMA’s position as the industry’s north star. The message needed to resonate across diverse global markets while maintaining a singular, powerful theme: Complete 5G equals growth.
03. SOLUTION
Working closely with teams at GSMA, consultant Andrew Parker and Long Street Advisors in Australia, we created the campaign headline “Destination Growth – Journey to Complete 5G.” Our campaign hero visual features a connected city sitting atop the tallest bar of a chart with a locator pin above it. Highlighting the destination as a city powered by 5G SA. The bar chart is a 3D representation of the GSMA logo, which represents the signal bars on mobile phones, creating an immediate visual connection to the brand.
This powerful metaphor communicates both the journey and the destination; showing operators where they are now and where they need to go. The design language creates a sense of momentum and progress, aligning perfectly with the strategic message that the mobile industry jumpstarted 5G using existing 4G infrastructure, and now must complete the transition to unlock 5G’s full potential.
White Paper
GSMA had partnered with Longstreet Advisors to create a comprehensive insight report that assesses 5G SA network viability. Helping mobile network operators (MNOs) refine their strategies and accelerate global adoption.
We designed and produced this white paper in both digital and printed formats. The design incorporates the campaign look and feel along with infographics and diagrams to clearly communicate complex information. Working from Longstreet’s technical content, we transformed data into compelling visuals that detail how Complete 5G will deliver more value to customers, substantial revenue growth to the mobile industry, and benefits to the global economy.
LANDING PAGE
We created a wireframe to structure the content from the report and brought the campaign look through the design phase. Interactive diagrams were developed to make the content more engaging and accessible. We collaborated with the GSMA web team to hand off design files and ensure all elements worked seamlessly within the site modules.
VIDEO
A key deliverable was a short video for use at MWC 2025, the campaign landing page, and across social channels. The video combines CGI and live action to bring the hero campaign visual to life and display attention-grabbing headline statistics. With an upbeat feel, the video inspires the mobile community to envision the future possibilities of Complete 5G.
Rollout
Additional campaign assets were created using content from the main insight report. These included an infographic to set the scene and highlight the key benefits of 5G SA. A cheat sheet for MWC 2025 offering a quick read and leading into the full report, and social assets pulling out the main statistics and benefits of Complete 5G.
Accelerating the journey to growth
We’re proud to have helped GSMA create a campaign that transforms the technical potential of Complete 5G into a clear business imperative for the mobile industry. Through strategic storytelling and distinctive visuals, we’ve equipped GSMA with powerful tools to drive meaningful change.
Launching at MWC 2025 Barcelona, this campaign will accelerate the industry’s transformation to 5G Standalone networks. Unlocking new innovation, revenue streams and growth opportunities across the entire mobile ecosystem.
Working with GSMA on this important initiative has been truly rewarding, and we’re excited to see how our collaboration helps shape the future of mobile technology worldwide.
The GSMA recently collaborated for the first time with the Orangery team on a highly complex project, and they exceeded our expectations at every stage. They demonstrated a deep understanding of the intricate brief, translating it into a visually compelling and strategically aligned design that seamlessly adapted across multiple marketing channels. Their ability to simplify a complex idea into an engaging, impactful visual made our messaging clearer and more effective. They were so easy to work with and very reactive to every request sent their way.