Most telco cybersecurity services do not fail because the technology is weak. They underperform because customers do not know the service exists, or cannot see why they need it.
m:tel Montenegro faced exactly that situation with Siguran Net, its network-level security service powered by Whalebone Aura. The product protected customers against viruses, phishing, and online fraud directly on the network, with nothing to install. It was strong, and its adoption grew steadily and predictably. It was also quiet.
In April 2026, m:tel and Whalebone changed that. A single integrated campaign, Secure Net Month, drove a 932 percent increase in monthly sales. This is how it worked, and why it is a model other operators can run.
The challenge: a valuable service, sitting idle
Three barriers held Siguran Net back. Awareness was low, so most mass-market customers did not know the service existed. The value was hard to grasp, so the people who had heard of it could not see why they needed it or how simple it was to activate. And the threat environment kept getting worse, with phishing, fraud, and AI-assisted scams rising across the Montenegrin market.
The result was a revenue opportunity sitting idle and customers left more exposed than they needed to be.
The solution: one campaign, three pillars, at the same time
Rather than run another single-channel promotion, m:tel and Whalebone built one campaign across three pillars that reinforced each other.
The first pillar was a marketing campaign carried by a single creative concept, "Who else is watching your screen?". It ran across television, radio, billboards, PR, online media, influencer marketing, social, the m:tel homepage, and a redesigned landing page, supported by video content.
The second pillar was an internal communications campaign. Department-specific posters, an internal email program, and in-person events positioned every m:tel employee as an ambassador of digital security, so the message was carried from the inside out.
The third pillar was a B2C and B2B sales competition. In-depth training, a live leaderboard with agent incentives, weekly syncs, and prizes, including a main prize trip to Barcelona, motivated frontline agents to activate the service.
The results
On the sales side, monthly Siguran Net sales rose 932 percent against the Q1 average. The Siguran Net mobile base grew 52.6 percent, and Siguran Net Pro reached 8.6 percent penetration among B2B users in a single month.
On the marketing side, landing page visits increased 5,210 percent, 51 posts appeared in online and print media, and the campaign secured 15 TV interviews.
Why it matters for operators
This case makes a clear argument: consumer cybersecurity is a genuine revenue and engagement driver, not just a protective obligation, when it is launched with the full weight of the organization behind it.
Telcos hold a position of trust and own the network, which lets them protect customers at the network level and grow ARPU in a way few others can.
It is also repeatable. Bringing a vendor into campaign management let m:tel build a data-based campaign grounded in global best practices while staying tuned to the specifics of its market.
The outcome is a documented growth model that can be refined and run again, and replicated across other operating companies in the Telekom Srbija group.
Watch the case study
To explore what an integrated campaign could do on your network, get in touch with the Whalebone team.