Telco: WATCH YOUR MOUTH!

Credits & Description:

Type of entry: Sectors & Services

Category: Corporate Communication

Advertiser: CALL ME

Product/Service: TELCO

Agency: LEAD AGENCY Copenhagen, DENMARK



Concept Developer: Mikkel Jangaard (Jangaard, Mark & Ko)

Concept Developer: Marie Mark (Jangaard, Mark & Ko)

Senior Advisor: Jacob Holst Andersen (LEAD Agency)

CEO: Kresten Schultz Jørgensen (LEAD Agency)



Describe the campaign/entry

Call me is a Danish low cost Telco brand, operating in the world’s most competitive telecommunication market. In 2011 Call me was caught in a deep trench, where business was all about being a few bucks cheaper than your competitor and selling discounted phones in an attempt to win customers over. To differentiate themselves from the other Telco brands, Call me had to find their unique position. Good communication is a cornerstone in Call me’s employee culture. Good communication implies talking to each other in an open, direct and respectful tone. Call me decided to bring good communication to the market and to society in general, building on the assumption that the general tone in Denmark had become too harsh – in working places, in schools, in traffic etc. The assumption was documented in a survey, in which 77% of the Danes expressed that the tone in society has become too harsh.



In 2012 Call me launched the nationwide low cost campaign ”Watch your mouth!” on several platforms: Movies, social media and ads. The campaign instantly created massive publicity and debate in newspapers, TV, radio and social media.



A movement towards better language in Denmark had begun.



The effect has been overwhelming: The PR value of the campaign amounts to more DKK 15m, buying preference for Call me has increased by 260%, Customer loyalty increased with 24%, Facebook fans increased by 500 %, recommendation rate doubled etc.



Describe the brief from the client

The overall objectives of the campaign was to start a nationwide debate about harsh language and to start concrete initiatives in e.g. schools and workplaces focusing on the importance of a respectful language. Furthermore, Call me aimed at being branded as a socially responsible company, thereby creating pride and loyalty among their customers.



To qualify the premise of the campaign; the language being too harsh in the Danish society, Call me launched a large survey among Danes. The survey showed that 77% of the Danes agreed to the premise.







Results





Results of the campaign:

The PR value is more than DKK 15m

Buying preference increased by 260%

Customer loyalty increased with 24%

Facebook fans increased by 500 %

Employee loyalty higher than ever

Recommendation rate doubled

Ad recall: 83%

Ad liking: 73%



And more:

The Ministry of Education asked for permission to use the campaign in exams

This summer, Call me is invited to take part in Denmark’s Political Festival, alongside politicians and opinion leaders. The goal: To put the public tone on the agenda.







Execution





Kick starting the movement, a provocative TV-spot is aired, instantly starting a nationwide debate. Call me’s CEO Hanne Lindblad debates on TV/radio, in magazines/newspapers etc.



PR initiatives are spread in all media. The blogosphere is extremely active, picking up the subject, and two respected newspapers praise the public commitment in editorials.

Engaging co-creation events are initiated by Call me:

Facebook (key project driver)



Company site: Driving customers to site via engaging activities

Danish school kids engage in making their own Watch your mouth campaigns

‘Watch your mouth at work’-initatives are launched

School teachers use the campaign material in the classes

Several Danish musicians support the initiative







The Situation





Call me is a Danish low cost Telco brand, operating in the world’s most competitive telecommunication market. In 2011 Call me was caught in a deep trench, where business was all about being a few bucks cheaper than your competitor and selling discounted phones to customers in an attempt to win them over. In 2012, to differentiate themselves from other Telco brands, Call me replaced the traditional communication strategy with a ”Watch your mouth!” statement. A campaign was launched aiming at starting a debate about the harsh language among Danes.







The Strategy





Key elements of the PR-strategy:

Rooting the campaign deeply in Call me’s company culture to ensure a sustainable strategy. That meant that the employees all played roles in the tv-spot that launched the campaign.



Launching the campaign with a press release detailing that 77% say that the language has become too harsh.



Airing a provocative TV-spot, creating massive publicity.



Creating third party alliances with the largest Danish trade union, HK, who endorsed the key message.