Telia Promo, Case study THE SMARTPHONE HUNT by DDB Stockholm

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THE SMARTPHONE HUNT

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Sweden
Agency DDB Stockholm
Creative Director Andreas Dahlqvist
Art Director Joel Ekstrand
Copywriter Nick Christiansen
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: TELIA
Product/Service: SMARTPHONE
Agency: DDB STOCKHOLM
Date of First Appearance: Oct 11 2010
Entrant Company: DDB STOCKHOLM, SWEDEN
Creative Director: Andreas Dahlqvist (DDB)
Account Director: Jenny Kaiser (DDB)
Digital Director: Jennie Arvenäs (DDB)
Copywriter: Nick Christiansen (DDB)
Art Director: Joel Ekstrand (DDB)
Web Producer: Sandra Kaludjercic Bergman (DDB)
Account Manager: Camilla Ryttare (DDB)
Planner: Jim Carlberg (DDB)
Technical Director: Andreas Fabbe (DDB)
Flash Developer: Joel Blanco Berg (DDB)
Web Design: Susanna Averpil (DDB)
Motion Graphic Designer: Eskil Lundberg (DDB)
Film Production: It´s Showtime (It´s Showtime)
Media placement: Billboard - Outdoor, Stureplan, Stockholm City - October 11th 2010
Media placement: Site - http://www.adqualifier.com/competitions/2010/telia/smartphonejakten/index.html - October 5th 2010
Media placement: Banners - http://www.adqualifier.com/competitions/2010/telia/smartphonejakten/index.html - October 5th 2010

Insights, Strategy & the Idea
TELIA is Sweden’s largest telecommunications provider, born from the ashes of the old government telecom monopoly, Televerket. Through its heritage, the company has helped build the telecom infrastructure of modern Sweden, and is because of that in many ways technologically superior to its competitors. But the old government roots haunt them. They are perceived as old-fashioned, unexciting and boring, despite consistently leading in customer satisfaction surveys.

Creative Execution
Streaming video is one of the most performance demanding things you can do with a mobile phone. If TELIA have the best coverage and performance in their net, they should be able to stream video from anywhere, right? So we started a nationwide scavenger hunt, using TELIA’s products and services as both an aid and the grand prize.

A Smartphone was mounted on a moving object, at a secret location somewhere in Sweden. As it moved, we had the phone’s camera broadcast a stream which you could follow on the campaign site or directly on your phone. Your task was to figure out where the phone was, and get to it first, to win it. We did this with one phone, on one new location, each day, for 15 days. It allowed us to show off our technical advantages while making it fun for people to engage with.

Results and Effectiveness
Our work for TELIA has consistently exceeded expectations and generated new sales and income. The perception of TELIA continues to shift. In a survey conducted after the campaign 17% of people saw TELIA as modern, progressive and youthful, compared to 9% earlier that year.

The campaign site had approximately 100 000 engaged visitors who gladly spent time with the brand. The Smartphone Hunt was also a standing segment on a popular morning radio show, with over 1 million listeners across Sweden.

In autumn 2010, when TELIA focused on its innovative smart phones, the sales targets were exceeded by 19%.