APPMILLIONAIRE by Assefa Kommunikation, Crispin Porter + Bogusky Gothenburg for Telia

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Sweden
Agency Assefa Kommunikation
Agency Crispin Porter + Bogusky Gothenburg
Executive Creative Director Björn Höglund
Copywriter Niklas Moberg
Client Service Director Pia Wiberg
Designer Mattias Nordenham
Photographer Bisse Bengtsson - Adamsky
Released July 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: TELIA
Product/Service: TELIA
Agency: CP+B
Client Service Director: Pia Wiberg (CP&B)
Executive Creative Director: Bjorn Hoglund (CP&B)
Senior Art Director: Joakim Khory (CP&B)
Senior Copywriter: Jim Connolly (CP&B)
Project Manager: Pia Wiberg (CP&B)
Project Manager: Johan Kruse (CP&B)
Designer: Mattias Nordenham (CP&B)
Assistant Art Director: Kristoffer Salsborn (CP&B)
Head Of Integrated Production: Magnus Rösman (CP&B)
Film Producer: Cecilia Svärd (CP&B)
Interactive Producer: Mikael Lindqvist (CP&B)
Interactive Producer: Louise Aslund (CP&B)
Print Producer: Hanna Arvidsson (CP&B)
Regional: Oscar Bard (Hobby Film)
Post Production: Björn Benckert (Syndicate)
Photographer: Bisse (Adamsky)
Radio: (Flickorna Larsson)
Copywriter: Niklas Moberg (CP&B)
App Developers: (Adoreyou)
Chief Creative Officer: Rob Reilly (CP&B)
Media placement: PR Corporate Communication - Swedish Media Such As Dagens Industri, TV 4 Etc - 1 July - 15 Dec 2011

Summary of the Campaign
In short, the idea was to find a way of attracting the hard-to-reach younger audience, making the Telia brand more synonymous with apps and smartphones in general, while at the same time promoting Swedish entrepreneurship and creativity. We did so by providing programming and development resources to anyone that came up with a really good idea for an app, in a national competition hosted and judged by famous digital entrepreneurs.

The Situation
As a mobile network operator, Telia are the market leaders in Sweden. They offer a great service, but are more expensive than others. Because of this they have struggled to lure the youth market.

The Goal
We wanted to find a new way of making Telia relevant to the target group (18–25) without cutting Telia's prices. The long term goal is, of course, to sell more smartphones and network contracts to the younger audience.

The Strategy
The targets are heavy users of the technology in today’s smartphones, but no operator had focused on owning this. We saw the opportunity of taking it. To achieve this, we sought to associate Telia with the world of apps. So we created an app competition. We invited people to share their best app ideas, and we would make and sell the best. They would keep all the profit. You didn't need any programming skills to enter: all you needed was a good idea. We wanted to boost Swedish creativity and entrepreneurship in general.

We launched the campaign in a period when the target group had a lot of time on their hands and when it’s normally rather slow in media – mid summer. The newspapers have a dry news flow and junior reporters look for simple and appealing news.

The campaign was divided into several phases:
1. Launch phase (June/July) - via key media contacts and press releases to drive awareness of the campaign with the objective of associating Telia’s name with Swedish entrepreneurship and a fun and innovative campaign.
2. Explode phase (July) – all bought media kicks in to drive consumer awareness and entries for the competition. Supported by PR to relevant outlets.
3. Development phase (August) - This phase starts with broad media outreach presenting the number of entries and the success of the competition; it moves on to promote the winner with both a regional/broad angle, and a more local one, relevant to where the winner is from. Then all communication moves into the development of the app (October), pitching the story to tech-magazines/ blogs etc.
4. Sale start (December) – final phase. Broad media outreach presenting the final app.

Ongoing dialogue and posts in SM

Documented Results
The expectation was to get around 9,000 entries, based on the fact that the competitors have to put a fairly high level of effort before entering the competition. The result was more than 25,000 entries. That’s actually over 1% of Sweden’s total population in the target group, ages 18-25.

Some other results:

Facebook 'likes': 11,000

Twitter: #appmiljonär became Trending Topic in Sweden, August 11.