Advertiser: TELE2 BUSINESS
Agency: FORSMAN & BODENFORS
Category: Commercial Public Services incl. Healthcare & Medical
Advertising campaign: INSTAFRANK
Webb Producer: Helena Ward (Forsman Bodenfors)
Designer: Axel Söderlund (Forsman Bodenfors)
Account Executive: Maria Bergkvist (Forsman Bodenfors)
Pr: Lina Thomsgard (Forsman Bodenfors)
Account Manager: Joachim Levin (Forsman Bodenfors)
Copywriter: Johan Holmström (Forsman Bodenfors)
Art Director: Samuel Åkesson (Forsman Bodenfors)
Effectiveness
Comments and general buzz suggested that we sparked interest among just the right people; not great in number, but in potential. For other clients and prospects, the series of images was used as a reference case, creating the extra dimension of the Tele2 brand being humorous and unconventional.Tele2 Business will not disclose sales information, but brand tracking research for this period shows that in the small-business segment, brand preference has increased by about 25%, as have other positive attributes, such as “Care about their clients” +10%, and “Good service and support” +13%.
Execution
We found our media partner in very hip entertainment magazine Nöjesguiden. They publish local issues in the three biggest cities – Stockholm, Göteborg, Malmö – and have a well-established readership of young early-adopter adults. Nöjesguiden’s staff are popular writers and bloggers, considered to be the ultimate in cool.Five staffers agreed to let us use their private Instagram accounts, their 4,000+ followers being exactly the audience Tele2 were having trouble reaching: young entrepreneurs in media and entertainment. We supplied images of Frank visiting Nöjesguiden, interacting with their staff while convincing the company to become a Tele2 Business client.These photos were spread through the staffers' accounts – five pictures a day, from five people, during five days – as if simply documenting something that actually happened. All images were tagged #FrankAtNG. To end the campaign, an image with the same tag was posted from Tele2’s Instagram: “Now Nöjesguiden is our client, how about you?”
Strategy
Tele2 Business is a challenger in the Swedish telecom market, strongly associated with low price. In an effort to move perceptions on quality and reliability, we created a concept where Tele2’s well-established and very popular spokes-sheep, Frank, visits actual real-life business clients.This concept has been very successful, but not with all kinds of companies. We found that it has been hard for Tele2 to reach young entrepreneurs in the big cities; they don't watch TV or read business press – in fact, they don't even see themselves as business-to-business clients. However, we know that they do know Frank, from the consumer advertising campaigns.Our solution was to create an event that never happened. And present it through a medium that we know the target audience has a strong relationship with: Instagram.