Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: TELIA SONERA SVERIGE
Product/Service: MOBILITY
Agency: DDB STOCKHOLM
Executive Creative Director: Andreas Dahlqvist (DDB Stockholm)
Creative Director: Fredrik Simonsson (DDB Stockholm)
Creative Director: Magnus Jakobsson (DDB Stockholm)
Art Director: Joel Ekstrand (DDB Stockholm)
Copywriter: Nick Christiansen (DDB Stockholm)
Web Director: Jennie Arvenäs (DDB Stockholm)
Technical Director: Fabbe Andersson (DDB Stockholm)
Business Director: Jenny Kaiser (DDB Stockholm)
Account Manager: Camilla Ryttare (DDB Stockholm)
Planner: Jim Carlberg (DDB Stockholm)
Motion Graphic Designer: Eskil Lundberg (DDB Stockholm)
Digital Producer: Katarina Mohlin (DDB Stockholm)
Design Director - Graphic Profile: Eva Aggerborg (DDB Design)
Graphic Designer - Graphic Profile: Thomas Miller (DDB Design)
Graphic Designer - Graphic Profile: Sara Strand (DDB Design)
Production Company: (We Are Yours)
Production Company: (Justin Kase)
Media placement: TV - TV11, TV4, TV3, TV6, Comedy Central Sweden, MTV, Discovery Channel, Kanal 5, Kanal 9, TLC - 23/5 2011
Media placement: Outdoor - JC Decaux, Clear Channel - 23/5 2011
Media placement: Radio - Rix FM (MTG Radio).Mix Megapol (SBS Radio), Spotify - 23/5 2011
Media placement: Print - Metropol, Impact, Nöjesguiden, Kupé, Citypaketet - 23/5 2011
Media placement: Banners - Spotify - 23/5 2011
Describe the objective of the promotion.
Sweden’s largest mobile telephone operator, Telia, wants to be closely linked with music. They sponsor both the Swedish qualifications for the Eurovision Song Contest and Sweden’s largest music festival Way Out West. To link the brand more closely to music they joined forces with streaming music service Spotify, giving all new customers free music on their mobiles. This needed to be manifested.
Describe how the promotion developed from concept to implementation.
We created a web- and mobile- application that allowed people to link digital songs to physical places. Telia provided the net and the mobile device, Spotify the music, and Facebook the places. A campaign website gathered the soundtracks, and all soundtracks were posted on Facebook as check-ins.
Being Sweden’s largest telecom brand, we could own the idea of filling the country with music. And we used the 2 things Telia provides; the mobile phone subscription and Spotify’s music-archive.
Explain why the method of promotion was most relevant to the product or service.
By creating this location-based musical mash-up, we proved that with Telia, you really have access to every song everywhere. We used the 2 things Telia provides; the mobile phone network and Spotify’s music-archive, showing the possibilities with Telia's services.
Describe the success of the promotion with both client and consumer including some quantifiable results.
73,000 unique visitors put 12,000 songs in different places throughout Sweden, and shared their soundtracks as check-ins on Facebook as well as other social spheres. Observation and recall was 10% above average campaigns and Telia’s Word of Mouth Index in social spheres increased 166% when we launched the campaign. The campaign surpassed sales goals with 130%.