Advertiser: NETCOM TELIASONERA
Agency: McCANN OSLO
Category: Retail & E-Commerce, including Restaurants
Account Supervisor: Janne Espevalen (McCann Oslo)
Market Planning Manager: Annette Eidesen (NetCom/Teliasonera Norge)
Agency Producer: Beril Holte Rassmussen (Agency Producer)
Director: Andreas Riiser (Bacon OSL)
Producer: Pias Semb (Bacon OSL)
Copywriter: Stein Simonsen (McCann Oslo)
Art Director: Torstein Greni (McCann Oslo)
Market Director: Bente Linaae (NetCom/Teliasonera Norge)
Implementation
We followed a group of youngsters in a remote town who stormed their local retirement home and invited everyone there to the movies. The event was filmed and sent as a commercial in cinemas as well as on TV and online to promote the 2-for-1 offer, asking 'Who would you like to invite?'. On a website, people could apply for free tickets for their own ideas on who to invite.
Client Brief Or Objective
NetCom is the second largest mobile operator in Norway. One of their promotions is a 2-for-1 offer on all cinemas in Norway. Subscribers who take advantage of this offer are much more loyal than others. The objective was to make more people try it out, thus making the offer relevant to NetCom's brand position as the caring and friendly telecom service provider.
Execution
Telecom is all about getting closer to something or someone even when far away and NetCom are aiming to bring people closer together. Inviting someone you don't see that much to go see a movie does exactly the same. By inspiring people to think about who they would invite, we made the 2-for-1 offer relevant to NetCom's brand position.
Outcome
Awareness of the 2-for-1 offer more than tripled and the number of cinema tickets sold went up by 425% compared to year before. More than 8,000 applications for cinema tickets received on the web site, resulting in massive PR about the initiative. The documentary from behind the scenes got 155,000 views on YouTube/Facebook (population 5 mill), and Facebook ads generated more than 13,000 likes. Petter Høie at Facebook Norway: This is the best performing campaign we have delivered in the Nordics."