Category: Best Online Advertising in a Promotional Campaign
Advertiser: TELIA
Product/Service: TELIA
Agency: DDB STOCKHOLM
Art Director: Fredrik Simonsson (DDB Stockholm)
Art Director: Jennie Arvenäs (DDB Stockholm)
Copywriter: Jeffrey Salomonsson (DDB Stockholm)
Copywriter: Magnus Jakobsson (DDB Stockholm)
Creative Director: Andreas Dahlqvist (DDB Stockholm)
Grapic Designer: Patrick Emt (DDB Stockholm)
Client Service Director: Ann Ystén (DDB Stockholm)
Grapic Designer: Patrik Pagréus (DDB Stockholm)
Planner: David Sandström (DDB Stockholm)
Account Manager: Cattis Söderblom (DDB Stockholm)
Account Director: Jenny Kaiser (DDB Stockholm)
Head Of Digital: Jon Dranger (DDB Stockholm)
Digital Producer: Maria Kovac (DDB Stockholm)
Technical Director: Andreas Fabbe Andersson (DDB Stockholm)
Senior Web Developer: Sebastian Ross (DDB Stockholm)
Web Designer: Richard Berggren (DDB Stockholm)
Interaction Designer: Johan Lilja (DDB Stockholm)
Web Designer: Susanna Averpil/Robin Karlsson (DDB Stockholm)
Motion Graphic Designer: Eskil Lundberg (DDB Stockholm)
Repro Manager: Christian Björnerhag (DDB Stockholm)
Media placement: Internet - Www.telia.se - 12th Of May 2011
Media placement: Internet - Banners - 12th Of May 2011
Describe the objective of the promotion.
Telia is Sweden's largest telecommunications company. In May 2011 they announced that they were changing their logotype. Our challenge was to communicate this change, not only the rebranding of Telia, but also highlighting an increased global presence through their partners. Obviously bragging about how big you've become is something that most people are totally uninterested in. So we needed to activate people through something that they would find interesting instead.
Describe how the promotion developed from concept to implementation.
Our solution was to prove that a greater Telia, allows for greater possibilities. To do this we decided to give away our campaign space and utilise the technology that Telia provides through their services. We therefore created 1,000 possibilities, through which people could celebrate someone special. An integrated campaign encouraged people to visit a site, where they could personalise a message through a variety of ways. All 1,000 unique possibilities were thereafter delivered in 1,000 unique ways. The rules were simple - when a possibility was up for grabs, whoever was first to claim it - got it.
Explain why the method of promotion was most relevant to the product or service.
Telia is an extremely well-recognised brand in Sweden. For over 150 years they have been the leading phone operator, and today the services have expanded into television, mobile, and digital technology. Using all their various channels, along with bought space, we gave people the possibility to express a special message in a spectacular way that they couldn't have done without Telia. Through billboards to television spots, from banners, to having a rap artist compose a unique song, the power of Telia was expressed through the messages of the people who use their services on a daily basis.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign ran for 10 days, with various possibilities released each day. Every possibility was claimed within seconds after being posted, and site visitors exceeded 100,000 in just 48 hours. Once a possibility had been delivered, we notified the person who had created it, and provided sharing options beyond the campaign site. Direct links, and social media sharing functionality soon had the various possibilities being spread throughout the digital sphere of Sweden. The main objective, to communicate the new purple logo of Telia, was achieved beyond expectations and the logo is now the natural face of Telia.