Title	SHARE THE WORLD
Brand	TELE2
Product/Service	TELECOM
Category	A02. NON-FICTION: SERIES OR FILM
Media Agency	ZENITH MEDIA Oslo, NORWAY
Entrant Company	STARCOM Oslo, NORWAY
Media Agency 2	STARCOM Oslo, NORWAY
Production Company	ELLIOTH&WINTHER Oslo, NORWAY

Name	Company	Position
Sindre Holme	Starcom Norway	Creative Director
Håvar Sesseng	Zenithoptimedia	Client Service Manager
Peder Mittet	Starcom Norway	Ceo/Strategic Support
Endre Løvaas	Starcom Norway	Experience Manager
Chris Andre Eliassen	Starcom Norway	Digital Producer
Diana Badi	Dagbladet	Production Manager
Lasse Lervik	Dagbladet	Project Manager
Line Nord Anglevik	Tele2	Marketing Manager
Knut Helge Risheim	Tele2	Online Marketing Manager
Marianne Emilsen	Tele2	Customer Communications Manager
Eric Ellioth Kvamsdahl	Ellioth/Winther	Executive Producer
Preben André Winther Hansen	Ellioth/Winther	Director

The Campaign

The Norwegian media market is strictly regulated compared to almost any other market. Advertiser funded Programming (AFP) or Product placement has not been legal until recently, and it was only in 2013 that the regulations were somewhat loosened to adopt to more international standards. The authorities are following the development closely and through strict regulations, with the most recent legislation released in March 2014. Media owners themselves have a strong focus on editorial integrity, and are moving slowly and with great caution into this new and unknown territory. This content-based campaign was developed through a unique and intimate collaboration with Norway ́s second largest newspaper publisher, the client, the production company and the agency.

Results

Every summer, Norwegian media is filled with sad stories about Norwegians with huge phone bills, due to careless cell phone roaming abroad. Roaming is tremendously expensive for Norwegians - unlike almost every other EU country. Entering the summer of 2014, Tele2 created new customer-friendly roaming packages, making it easy to track and control costs. In a market focused on price and uniform products, and competitors with 20 times the marketing budgets; how could Tele2 stand out and tell its story? We found that, even though roaming has become safer and more cost-predictable, people have difficulties understanding what a megabyte is when it comes to using a smart phone. So we decided to change the communication completely; from numbers and money to people and experiences. After all, people aren’t concerned with how many megabytes they can use, but how many moments they can share. We created #Delverden (#Sharetheworld in English) – a TV program about travelling around the world. We recruited two adventurous hosts, and sent them on a 15 day intense journey filled with amazing experiences. They documented and spread their experiences using telephones and roaming packages from Tele2. The journey launched on DBTV, one of Norway’s biggest web-tv-channels, as a 6-episode travel adventure, each episode approx 8 minutes. We used Facebook to share the six episodes, delivered travel tips through Instagram, and used a campaign site to give people smart tips on how to use their phones when traveling abroad. We also engaged people to share their own moments from different parts of the world with the hashtag #Delverden.

We entered a unique partnership with Dagbladet, which is Norway’s #2 news publisher online and print. We used editorial content to recruit the two hosts of the web TV series, and a variety of channels including Tele2's Facebook Page and Instagram Page, Tele2 retail shops, and of course Dagbladet's own media and social channels.

The concept was a huge success! The web-TV series got PR on major Norwegian news outlets, more than a 1000 Norwegians applied for the job as hosts and global travelers within the first week, and the hashtag #Delverden was the most used travel hashtag in Norway during the summer of 2014. More importantly: Tele2 got a remarkable boost. The web-TV series helped the brand score significantly higher on important brand parameters, and the use of data roaming among Tele2 customers tripled. The campaign achieved 45% advertising attention in Dagbladets digital universe, reaching a total of 1,220,000 unique people - approx 25% of the population. The web series #delverden achieved more than 660,000 views in 6 episodes throughout the summer. Among those who noticed the campaign, Tele2 strengthened its brand significantly. The percentage of people who will consider Tele2 as a mobile operator increased from 35% to 43%. But most importantly: Data usage abroad among Tele2 customers in the summer of 2014 increased by over 300% (Telecommunication Authority estimates an annual increase of about 100%). The number of Tele 2 roaming packages sold in the summer months doubled, and the percentage of "big packages" increased from 21% to 52%.