Tele2: Giant Phone

Credits & Description:

Category: Best Use of Outdoor
Advertiser: TELE2
Product/Service: TELECOMMUNICATIONS
Agency: FORSMAN & BODENFORS
Date of First Appearance: Oct 4 2010
Entrant Company: FORSMAN & BODENFORS, Gothenburg, SWEDEN
Art Director: Kim Cramer (Forsman & Bodenfors)
Copywriter: Marcus Hägglöf (Forsman & Bodenfors)
Designer: Icka Samrin (Forsman & Bodenfors)
Account Supervisor: Erik Sollenberg (Forsman & Bodenfors)
Account Supervisor: Jerk Zander (Forsman & Bodenfors)
Account Manager: Marie Sandberg (Forsman & Bodenfors)
Advertiser's Supervisor: Anna Crozzoli (Tele2)
Advertiser's Supervisor: Frippe Stenberg (Tele2)
Media placement: Outdoor Poster - Outdoor - 4th of October 2010

Insights, Strategy & the Idea
Fixed telephony through the mobile net is a brand new product. It’s better than traditional fixed telephony in many ways, but it sounds quite technical and advanced. Our strategy was to explain that it’s not complicated at all. Actually, it’s almost as easy as using a traditional fixed phone. But telling people is one thing. We wanted them to see for themselves. So we let them try it.

Creative Execution
We custom built six giant phones on adshells in three different cities. Anyone could just walk up to a giant phone, dial a number, and call a friend. At no charge of course. The phones were on speaker so people around you could hear the person on the other end. We also added a competition. Every once in a while we called the giant phones. And whoever picked up the phone could win a great prize.

Results and Effectiveness
The giant phones were a big hit. Lots of people, young and old, took the opportunity to get a free, and unusually public phonecall. And at the same time, all of them got to experience how simple it is to use fixed telephony through the mobile net.