Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: TELIA SONERA SVERIGE
Product/Service: BROADBAND
Agency: DDB STOCKHOLM
Executive Creative Director: Andreas Dahlqvist (DDB Stockholm)
Copywriter: Magnus Jakobsson (DDB Stockholm)
Art Director: Fredrik Simonsson (DDB Stockholm)
Copywriter: Linus Östholm (DDB Stockholm)
Art Director: Fredrik Lund (DDB Stockholm)
Web Director: Viktor Arve (DDB Stockholm)
Business Director: Ann Ystén (DDB Stockholm)
Account Director: Jesper Ander (DDB Stockholm)
Account Manager: Cattis Håkansson (DDB Stockholm)
Planning Director: David Sandström (DDB Stockholm)
Planner: Jim Carlberg (DDB Stockholm)
Planner: Lisa Kopp (DDB Stockholm)
Web Producer: Tiina Yu (DDB Stockholm)
Front End Developer: Alexander Ekman (DDB Stockholm)
Graphic Designer: Peter Danielsson (DDB Stockholm)
Executive Producer: Stefan Falk (DDB Stockholm)
Film Producer: Peter Andersson (DDB Film)
Director: Jesper Kouthoofd (DDB Film/Kouthoofd)
Hardware Design: David Eriksson (Teenage Engineering)
Media placement: TVC - TV3, TV4, Kanal5, Discovery, TV6, Kanal9 - 110623
Media placement: Outdoor/Banners - Outdoor - 110623
Media placement: Print - Metro, Aftonbladet, Expressen, Mama, Amelia, Family Living, Allt Om Mat, King, Residence Etc. - 110623
Media placement: Campaign Site - Internet - 110623
Media placement: Web Banners - MSN, IDG, Tradera, Spotify - 110623
Media placement: Radio - MTG, SBS, Spotify - 110623
Media placement: Alternative (Zones) - Outdoor - 110623
Describe the objective of the promotion.
The objective was to tell people that Telia, Sweden’s largest telecom operator, is now offering better coverage than ever before.
Challenge:
During the summer many people don’t want to be online and connected all the time. Summer is a lot about relaxing and being less accessible. For that reason we didn’t just want to talk about broadband coverage and accessibility.
Describe how the promotion developed from concept to implementation.
Solution: Internet-free zones.
Since Telia care for their customers and their situation we wanted them to offer people a chance to calm down, to disconnect. Our solution was to construct a number of Internet-free zones and distribute these throughout Sweden. Inside the zones we placed a frequency jammer that blocked out the Internet. As soon as you entered the zone, you lost all connection.
So this summer Sweden’s largest telecom operator told people that it is more than okay to disconnect. At the same time the zones also became symbols of Telia’s superb Internet coverage.
Explain why the method of promotion was most relevant to the product or service.
Telia is the network providing the best coverage on the Swedish market. To prove their excellent coverage and accessibility we created a number of Internet-free zones – places where you could escape being constantly online and connected. We offered people a chance to calm down. For real. Instead of CONNECT our message for the summer became DISCONNECT. At the same time, the Internet-free zones became symbols of Telia’s outstanding Internet coverage.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Results:
The Internet-free zones created a big buzz and triggered people’s curiosity. Millions of people saw the physical zones and thousands of people entered them. Telia exceeded the sales targets with more than 20% during a period with normally low sales volumes.
TVC observation and ad recall was 30% over the set targets. The general interest in the campaign was huge, and approx. 300,000 people visited the campaign web site. In short, the campaign performed way beyond their goals.