Telenor Promo, Case study I'M WORKING FROM HERE TODAY! by FIELDWORK, Garbergs Annonsbyra

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Sweden
Agency Garbergs Annonsbyra
Art Director Johan Wilde, Mattias Dahlqvist
Copywriter Johan Van Der Schoot
Account Supervisor Emma Färm
Released October 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: TELENOR
Date of First Appearance: Oct 13 2009 12:00AM
Entrant Company: GARBERGS REKLAMBYRÅ, Stockholm, SWEDEN
Copywriter: Johan van der Schoot (Garbergs)
Art Director: Johan Wilde (Garbergs)
Art Director: Mattias Dahlqvist (Garbergs)
Web Director: Carl Bock (Garbergs)
Graphic Design: AnneSofie Andreasson (Garbergs)
Graphic Design: Jacob Frisk (Garbergs)
Graphic Design: Roger Ranft Blomquist (Garbergs)
Account Executive: Joakim Landin (Garbergs)
Account Manager: Lotta Thunved (Garbergs)
Account Supervisor: Emma Färm (Fieldwork)
Producer Event: Andreas Gustafsson (Fieldwork)
Producer Event: Lovisa Tingman (Fieldwork)
Creative Director Event: Richard Gustavsson (Fieldwork)
Design Event: Jimmy Hellqvist (Fieldwork)
Account Supervisor Media: Johan Kalm (Carat)
Digital Media: Nils Andresson (Carat)
Digital Media: Mikael Nilsson (Carat)
Print Media: Lotta Harder (Carat)
Outdoor Media: Åsa Dargren (Carat)
Digital: Public Class (Production Company)
Media placement: Live Events At Billboards, Pillars, Riksha's, Storefronts - Stockholm And Gothenburg - 13/10/2009
Media placement: Extraordinary Stunt Event - Man Hanging Under One Of Stockholms Most Famous Land - "Katarinahissen" (Escalator) - Stockholm - 13/10/2009
Media placement: Live Broadcasting On Website And Banners -, Bambuser, Banners - 13th Of October 2009

Results and Effectiveness
The campaign immediately gained a lot of attention. It spread fast throughout digital media, blogs, in daily newspapers, on news broadcasts as well as on the radio. Hundreds of thousands of people followed the campaign via live streamed banners and in average spent 62 seconds interacting, 150% more than on average for a similar international ad. The average time spent on the specific campaign site was 3 minutes! 42% of all telecom buyers throughout companies in Sweden's largest business regions observed the campaign. Never before have so many of them, 35%, been interested in knowing more about Telenor’s services. During the months following the campaign Telenor has scored an all time high in sales.

Creative Execution
We turned billboards placed along major urban commuter lines in Sweden’s two largest business regions into fully functioning offices and invited executives, artists, writers and companies, both unknown and well known, to work there for up to a week. Everything was broadcast live in banners and on business websites, as well as on You could interact with the people working on and in the billboards in various ways: through your mobile phone, email, Twitter, Facebook etc. You could also upload pictures showing where you were working yourself. Comments, “likes” on Facebook, visits etc were turned into points and you could win business phones through the points earned.

Insights, Strategy & the Idea
Telenor is a mobile telecom operator that is challenging Sweden's leading (monopoly) government-owned telecom company. Telenor has grown to become No.2. in the B2B market and their mission now is to liberate Swedish companies from the old traditional Swedish network, still pretty much based on landlines. With Telenor’s mobile services you can work and do business wherever and whenever you want. Since we naturally can’t outspend our competitor we need to be more daring, different and inspiring in everything we do compared to them and others. So Instead of just talking about the possibilities of working wherever you want, we decided to show it.