Telia: MY DEAR WIFI

Credits & Description:

Category: Corporate Communication

Advertiser: TELIA

Product/Service: BROADBAND

Client: Lars Joelsson (Telia)

Key Account Manager: Anders Hult (Prime PR)

Key Account Manager: Désirée Maurd (Prime PR)

Media Relations: Claes Nyströmer (Prime PR)

Media Relations: Dennis Svärd (Prime PR)

Copywriter: Devi Brunson (Prime PR)

Production Manager: Alexandra Engblom (Prime PR)

Production Manager: Setenay Orman (Prime PR)

Media placement: Own Channels - Facebook, Intranet, Campaign Site - 3 October, 2010 And Forward

Media placement: Internet Films - YouTube - 1 – 5 October, 2010

Media placement: Post (2) - Blog - 4 October, 2010

Media placement: Press Release (3) - Various - 5 October, 2010

Media placement: Publicity – 50 Articles - Daily Press, New Community, IT Media, Web And Print, Local Radio Sveriges Radio P4 - 5 October, 2010

Media placement: Publicity (6)– Posts And Article - Business Press, IT-Media, Twitter, New Community, Blog - 6 October, 2010

Media placement: Postings – 11 Posts - Facebook, Twitter, IT-Blog, Culture Blog, New Community, Press Release - 20 October, 2010

Media placement: Blog Competitions - Various - 27 October – 12 November, 2010

Media placement: Media Collaboration - Local Media, Stockholm - 6 November, 2010

Media placement: Posts And Publicity - Blogs, Facebook, Twitter And Business Press - 11 November, 2010



Summary of the Campaign

People have always felt a need to make digital more human. In the movie history we’ve met robots and computers with personalities and feelings. And in our everyday life, we have started to name our personal wireless network, wifi. Following the spread of wireless networks, the naming creativity has grown. As the broadband market leader in Sweden, Telia used this insight to talk broadband security and strengthen the relation to customers and employees. The campaign was called -”My Dear Wifi”.



Through collaboration with experts within language and psychology Telia investigated how Swedes think when naming their wifi. Local and lifestyle differences also had great news value. Employees could guess what their boss had named his or her wifi, and through a competition we wanted to find the best wifi name in the kingdom. The winner was: “If_you_can_read_this_youre_too_close” (an example of one of the wifi naming trends: “the digital angry note”).

Media coverage and social media spread lead to a reach of 3.6 million – over a third of Swedish population. Thanks to high employee involvement, the campaign is now a subject for export to other TeliaSonera markets.



The Situation

Telecom operator Telia needed to internally and externally manifest its position as the broadband market leader in Sweden and at the same time felt the need to bring the discussion about security issues around personal wireless networks to the table.

The combination of facts showing that a majority now has a personal wifi and the rising of “naming of the wifi” phenomenon resulted in our campaign: “My Dear Wifi”. An investigation of naming trends and a quest to find the best wifi name in the kingdom took off.



The Goal



Through activities in several ways such as an internal competition, collaborations with media and experts and press, our goal was to highlight the importance of our wireless networks in our daily lives and encourage Swedes to name their wifis and by doing so make them more tangible and personal.

Also, we wanted to manifest Telia’s position as the broadband market leader and highlight the security issue and we wanted to involve customers and employees in the campaign. Due to strong insight and planning the reach goal was as high as 3.2 million.



The Strategy

We decided to take a small, but growing, phenomenon and make it more public: naming of wireless networks in homes.

The campaign, revolved around a competition to find the best wifi name in the country. But we didn’t stop there, we wanted to know more. In close collaboration with language expert, Ola Karlsson from The Language Council of Sweden, we investigated why and how people named their wifi. Furthermore, psychologist Hoa Ly from Psykologifabriken was invited to chart persons behind the names, building mind maps to explain how the naming process works.

To strengthen relations to employees, we announced a competition within Telia to engage all co-workers. On the Intranet, they could guess their boss’ wifi names.



Execution

The campaign was activated in several ways in different phases

• Pre-launch on the Telia intranet for 10,000 employees, with an employee contest.

• Launch on YouTube with clips of our language expert

• Press releases in newsrooms, daily press and tech media

• The experts, Ola Karlsson and Hoa Ly as our spokespersons in media

• Customer updates through Telia’s Facebook page and Twitter

• Celebrities and lifestyle bloggers sharing their wifi names on campaign site

• A test, “What broadband type are you?” analyzing visitors through five types of WiFi characteristics. Results were shared through a Facebook-application.

• Co-ops with lifestyle bloggers

• Collaboration with district media in Stockholm

• The competition–main activity of the campaign. All entries were posted on the site with a Like function as a rating tool for the names. The top ten contestants with most likes were evaluated by a jury: TeliaSonera broadband executive Stefan Trampus, language advisor Ola Karlsson, tech blogger Johanna Ögren and musician Salem Al Fakir

• Weekly motivations from our language expert for “this week’s chart-topper”

• Follow-up within TeliaSonera, of participation and engagement amongst employees



Documented Results

The reach for the campaign was 3,600,000 – over a third of the Swedish population. For example, the campaign was mentioned twice in the Swedish edition of Metro and other nationwide press as Aftonbladet, Expressen and Dagens Industri. The site was visited from 40 countries on six different continents. Thanks to high employee involvement, the campaign is now a subject for export to other TeliaSonera markets.