MOBILE INTERNET LIVE by Forsman & Bodenfors Gothenburg for Tele2

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MOBILE INTERNET LIVE

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Industry Internet Service Providers, Telecommunications Services
Media Promo & PR, Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Released October 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: TELE2
Product/Service: TELECOMMUNICATIONS PROVIDER
Agency: FORSMAN & BODENFORS
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: FORSMAN & BODENFORS, Gothenburg, SWEDEN
Entry URL: http://demo.fb.se/e/tele2/mobile-internet-live/
Production Company: (OTW)
Production Company: (Thomson)
Production Company: (X-Com)
Production Company: (Qbrick)
Producers: Johan Wiman/Gustav Carlsson/Olle Garp
Retouch: (F&B factory)
Original: (F&B factory)
Reproduction: (F&B factory)
Advertiser's Supervisor: Johanna Berlinde (Tele2)
Media placement: Website - With Live TV for whole week - 12/10/2009
Media placement: Banner - On different websites - 12/10/2009
Media placement: Print Ads - Newspapers - 12/10/2009

Results and Effectiveness
This campaign was the undisputed proof that Tele2’s Mobile Internet is reliable and powerful. The fact that you could actually air live video from a mobile broadband, and the constant chance of a Tele2 Executive falling into a pool of ice-cold water got people talking on Facebook, Twitter and all the major media and business sites. A lot of visitors followed the event for the entire week, hoping the connection would go down. And it did. But only once, when our host drove down a garage made of solid concrete.

Creative Execution
So we created Mobile Internet Live - the ultimate challenge: A live TV-show event that was broadcast through the Mobile Internet’s USB modem. In other words, the product itself became the media. And if the modem ever lost its connection, a top executive at Tele2 would fall into a dunking pool. People could follow the whole event on the website.

Insights, Strategy & the Idea
People in general thought that Tele2’s Mobile Internet was unreliable and lacking in quality. Our task was to change that. So we created Mobile Internet Live - the ultimate challenge: A live TV-show event that was broadcast through the Mobile Internet’s USB modem. In other words, the product itself became the media. And if the modem ever lost its connection, a top executive at Tele2 would fall into a dunking pool. People could follow the whole event on the website.