SOUNDTRACK SWEDEN by DDB Stockholm for Telia

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SOUNDTRACK SWEDEN

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Industry Mobile Communications
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Design & Branding, Case study
Market Sweden
Agency DDB Stockholm
Executive Creative Director Andreas Dahlqvist
Creative Director Magnus Jakobsson, Fredrik Simonsson
Art Director Joel Ekstrand
Copywriter Nick Christiansen
Released May 2011

Awards

Cannes Lions 2012
Media Lions Commercial Public Services, incl. Healthcare & Medical Bronze

Credits & Description

Type of entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: TELIA
Product/Service: TELIA
Agency: DDB STOCKHOLM, SWEDEN
Advertiser TELIA
Product TELIA
Entrant DDB STOCKHOLM, SWEDEN
Type of Entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Title: SOUNDTRACK SWEDEN
Advertiser/Client: TELIA
Product/Service: TELIA
Entrant Company: DDB STOCKHOLM, SWEDEN
DM/Advertising Agency: DDB STOCKHOLM, SWEDEN
Media Agency: MEC Stockholm, SWEDEN
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 (Plop)
Design Director - Graphic Profile: Eva Aggerborg (DDB Design)
Graphic Designer: Thomas Miller (DDB Design)
Graphic Designer: Sara Strand (DDB Design)
Production Company: (We Are Yours)
Production Company: (Justin Kase)

Results

73,000 unique visitors put 12,000 songs to different places through out 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%.

Creative Execution

We created a web- and mobile application that allowed people to link digital songs to physical places. A campaign website gathered the soundtracks, and all soundtracks were posted on Facebook as check-ins. For instance: John checked in at The State Library with "Enjoy the silence".
Being Sweden’s largest telecom brand, and by creating this location based musical mash-up, we could own the idea of filling the whole country of Sweden with music. And we used the two things Telia provide; the mobile phone network and Spotify’s music-archive, showing that you get access to every track, everywhere.


Sweden’s largest mobile telephone operator, Telia, wants to be closely linked with music. They both sponsor 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 in the mobile.
Music affects us, it awakens memories of people, events and places. This, combined with the ability to give everyone access to every song, everywhere, sparked a thought: what if every place had a soundtrack?