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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Norway
Agency Mediafront
Art Director Mathias Friis
Agency SMFB
Account Supervisor Christian Steen
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: TELE2
Product/Service: CHEAPER SMS
Agency: SMFB
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: SMFB, Oslo, NORWAY
Entry URL:
Art Director/ Copywriter: Alexander Gjersoe (SMFB)
Art Director/ Copywriter: Hans Magne Ekre (SMFB)
Account Supervisor: Christian Steen (SMFB)
Account Manager: Camilla Kolverud (SMFB)
Design/Flash: Sverre Stabell (MediaFront)
Design: Linn Wirum (MediaFront)
Flash: Paulo Paes (MediaFront)
Art Director: Mathias Friis (MediaFront)
project manager: Linda Tillier (MediaFront)
Graphic Designer: Edel Drage (SMFB)
Graphic Designer: Marius Hanstad (SMFB)
Media placement: Website - Online - 05.03.2010

Describe the brief/objective of the direct campaign.

Tele2 has the lowest SMS rates in Norway, and wanted their brand to be more strongly assosciated with SMS, amongst young people. Everyday thousands of text messages are deleted. Gone forever. We learn alot about earlier generations by reading their correspondence. Charles Dickens left behind hundreds of letters for us to study. But who is saving J.K. Rowlings text messages for future generations? What is the funniest or most boring text message ever? Did a text message change the world? These questions led us to the solution. Have people think of Tele2 everytime delete an SMS: 'Is my textmessage good enough to be conserved?'

Explain why the creative execution was relevant to the product or service.
Nobody sends more text messages than Norwegians. That means nobody deletes more text messages than Norwegians. A museum for SMS was not only extremely relevant, but also great news since there didn´t already exist one worldwide. Tele2 is the challenger in the norwegian telecom-market. They have the lowest SMS-rates, but competitors often spend alot more money on SMS-campaigns. Our aim was therefore to make a campaign that could exist for a long time. Or like a museum...forever.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed an online museum which stores and displays a huge variety of SMS for all eternity! The whole nation was invited to contribute by forwarding their own messages. By doing this they would assosciate Tele2 with SMS, and in addition send more text messages.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The museum opened only 14 days ago, but so far it has received more than 6000 text messages from people all over the country. The messages have received more than 25 000 ratings and hundreds of comments. The mediacoverage has been overwhelming considering that it is a campaign about SMS. The museum has been covered on television, radio, newspapers and blogs in several different countries. If the trend continues it might be one of the most visited museums in the country. The physical version of the museum will open downtown Oslo this coming summer Best of all, we have actually made a campaign that can last forever!