932% sales increase.
One month.
One integrated campaign.
m:tel Montenegro had a strong network-level security service in Siguran Net, powered by Whalebone Aura. Here is how a fully integrated campaign turned a quiet add-on into one of the year's biggest commercial wins.
The challenge
Siguran Net protected m:tel customers against viruses, phishing, and online fraud directly on the network, with nothing to install. Yet three barriers held it 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.
- And the threat environment kept getting worse, with phishing, fraud, and AI-assisted scams rising across the market.
A valuable service was underselling, a revenue opportunity was sitting idle, and customers were more exposed than they needed to be.
The solution: one campaign, three pillars, all at once
Whalebone and m:tel built Secure Net Month, a single focused campaign that ran across three pillars in parallel rather than in isolation.
A marketing campaign carried one creative concept, "Who else is watching your screen?", across television, radio, billboards, PR, online media, influencers, social, and a redesigned landing page.
An internal communications campaign turned every m:tel employee into an ambassador of digital security, with department-specific posters, an internal email program, and tailored workshops.
A B2C and B2B sales competition motivated frontline agents with training, a live leaderboard, weekly syncs, and prizes, including a main prize trip to Barcelona.
The pillars reinforced each other. That is what produced exponential rather than incremental growth.
The results
Why it matters for your network
This is the case for treating consumer cybersecurity as a genuine revenue and engagement driver, not a protective obligation bolted onto the portfolio.
When a telco stops running security as a single-channel add-on and puts the full weight of the organization behind it, the result is a repeatable growth model: grounded in global best practices, tuned to the local market, documented, and ready to run again.
It is a model the Telekom Srbija group can replicate across its operating companies, and a standard any operator can learn from.
See what an integrated campaign can do. Watch the full case study, then see how we can help you replicate this success in your telco.