ns Top Prize at “Partner Communications Company WiHappy” Marketing Awards

Partner Communications Company secured first place at the international “Happy” competition in the Communications and Media category, recognizing its mobile campaign promoting the company’s advanced private 5G network.

The award-winning campaign, launched less than two years after the rollout of Partner’s private 5G infrastructure, used a provocative creative concept that drew on recent events in Lebanon. It portrayed conventional mobile phones as outdated “pagers” when not connected to the company’s network, emphasizing speed, reliability, and performance advantages.

CREATIVE APPROACH TO CURRENT EVENTS

The campaign incorporated references to a pager-related incident in Lebanon and featured messaging highlighting lag, interruptions, and outdated technology—contrasting them with the capabilities of Partner’s network.

It was built around the song “Al Rasi” by Israeli artist Static and developed in collaboration with Makan Tel Aviv.

Judges noted that the campaign successfully turned a largely “invisible” technology into a clear consumer-facing advantage, leveraging current events to create relevance and differentiation.

BUSINESS IMPACT AND MARKET RESPONSE

According to the competition’s panel, the campaign contributed to a doubling of premium-tier customers and a significant increase in brand preference.

Partner Communications Company has reported measurable improvements following the rollout of its private 5G network, including approximately a 15% increase in call stability and continuity, as well as a reduction in customer support inquiries.

The company launched its private 5G network roughly a year ago in partnership with Ericsson, with an investment of tens of millions of shekels.

Partner says it has since migrated all of its cellular customers to the new network core, making it the first operator in Israel to complete such a transition.

ENHANCED USER EXPERIENCE

The upgraded network offers improved stability, enhanced security and encryption, better continuity of service, and higher quality voice and video calls. Customers subscribed to 5G plans also benefit from faster browsing speeds and improved performance during peak usage times.

GLOBAL RECOGNITION

The “Happy” competition is an international platform recognizing effective marketing and advertising strategies. Organizers highlighted the campaign as a standout example of how technology-driven messaging can translate into tangible business results.

The win marks a significant milestone for Partner Communications Company as it continues to position itself at the forefront of next-generation mobile services in Israel.