Comviq Promo, Case study SINGLE SINGLE RELEASE by Forsman & Bodenfors Gothenburg

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SINGLE SINGLE RELEASE

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Director Marcus Svanberg
Copywriter Robert Lund, Marcus Hägglöf
Producer Kalle Schröder
Account Supervisor Stefan Rudels
Released April 2011

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: COMVIQ
Product/Service: TELECOMMUNICATIONS
Agency: FORSMAN & BODENFORS
Date of First Appearance: Apr 15 2011
Entrant Company: FORSMAN & BODENFORS, Gothenburg, SWEDEN
Entry URL: http://entries.se/e/comviq/singlesinglerelease/
Copywriter: Robert Lund (Forsman & Bodenfors)
Copywriter: Marcus Hägglöf (Forsman & Bodenfors)
Art Director, Designer: Annika Frankel (Forsman & Bodenfors)
Agency Producer: Magnus Kennhed (Forsman & Bodenfors)
Web Producer: Peter Gaudiano (Forsman & Bodenfors)
Digital Innovation: Stefan Thomson (Forsman & Bodenfors)
Account Supervisor: Stefan Rudels (Forsman & Bodenfors)
Account Manager: Sanna Kander (Forsman & Bodenfors)
Production Company: (ACNE)
Director: Marcus Svanberg (ACNE)
Producer: Kalle Schröder (ACNE)
PR: (Spotlight PR/Universal Music)
: Lisa Whalström (Spotlight PR)
Universal Music: Veronica Maggio
Advertiser's Supervisor: Monica Elgemark (Comviq)
Advertiser's Supervisor: Therese Sundberg (Comviq)
Graphic Designer: Axel Söderlund
Media placement: DM - DM - 15/4 - 2011

Insights, Strategy & the Idea
Comviq is the biggest Swedish prepaid cellular service provider. We were asked to launch a new service called Ringback tones. Which lets you replace the Ringbacktones people hear when they call you with music of your choice. The music stops when the call is answered, just as normal Ringbacktones. You can subscribe to the service through Comviqs mobilesite or website.
We decided to create awareness about this service by showing exactly how the service worked. And for the first time a telephone number became the main media of an advertising campaign.

Creative Execution
We collaborated with UniversalMusic and the famous Swedish artist Veronica Maggio who exclusively released her new single ’Välkommen in’ (’Welcome in’) as a Ringbacktone on one phone number only. For two weeks, the only way to hear her new single was to call +46739525006 . Veronica and Comviq have the same core target group, youths 15-24.

The number goes to a cellphone which we gave to one of Veronica’s fans, Firat Delen. An 18 year old student who, for two weeks, got to be the only one with Veronica’s much anticipated new single.

We documented how his life went from ordinary to receiving thousands phone calls every day. The content was uploaded to youtube and Comviq’s Facebook page where the conversation took off.

Every caller also got a text with information about how to sign up to the new service.

Results and Effectiveness
All of Sweden’s major music sites and blogs wrote about the unique single release. They helped us spread the number, and the phonecalls poured in during the campaign. The innovative way to release a single caught attention from radio stations, newspapers and intfluential music writers and bloggers. Even the biggest Swedish sports columninst commented on it. The song went ”gold” through phone calls just after a few days. And when the campaign was over, it had almost reached ”platinum”. Still, only from phone calls. And of all the people who called a staggering 56% signed up for the new Ringbacktone-service from Comviq.