Title	CALLTAG
Brand	NONE
Product/Service	CONTACT SERVICE
Category	A04. MESSAGING FOR MOBILE
PR Agency	PRIME Stockholm, SWEDEN
Entrant Company	PRIME Stockholm, SWEDEN

Name	Position
Tom Beckman/Prime/Head Of Production
Carl Adam Frisk/Prime/Lead Producer
Olle Thunberg/Prime/Lead Digital/Ux Designer
Alex Johansson/Prime/Art Director
Martin Gudmundson/Frostware/Lead Developer

Creative Execution

The beta version of the application was presented live on stage at Sweden’s biggest web conference in March 2014. Together with a financing partner a live demo was conducted and the site launched. On the site www.callt.ag people could sign up for the application when launched to the public. Through the hashtag #calltag pre-sign-ups were pushed. Communication assets including demo-video, graphical elements, messages were produced and beta testing were carried out during production and final version were launched to sign-ups and opinion leaders before launched through social media and PR October 20:th.

The project is in a too early state to draw relevant conclusions on result. The application went live mid October 2014. Still, the live demo on stage at Sweden’s biggest web conference generated a lot of positive feedback and pre-sign-ups to the application. The project has already gained full financial back up from clients and ongoing discussion with several business partners are being carried out. The project is pioneering in seeking funding and activation through several clients.

People don’t answer phones anymore. Especially the smartphone natives. Among the reasons why are changed communication behavior, hidden numbers and sales calls. Voicemail struggles even more. In fact, most people check their voicemail just to rid of the notification. Not getting hold of people is of course a problem when reaching out to friends and family, but maybe even more problematic for companies and organizations whose responsibility it is to reach and inform customers and citizens. For instance, The Swedish Social Insurance Agency is facing a challenge when an administrator calls to update clients on their cases: the response rate is low. Most likely because it doesn't appear who’s calling - and when the client returns the call the administrator might not be able to pick up. The results are delayed processes, extra work, but above all frustration and dissatisfaction among citizens. Therefore, we have developed Calltag: a new app that lets you know what you will talk about – before you pick up the phone. Because with Calltag you can tag your call with information on who is calling and why. Calltag is currently in beta, available for anyone to try out and feedback in App Store and Google Play.