Title	WORKFULNESS
Brand	TELENOR SWEDEN BUSINESS
Product/Service	TELECOMMUNICATIONS SOLUTIONS
Category	A01. Corporate Reputation & Communication
PR Agency	GOLINHARRIS STOCKHOLM Stockholm, SWEDEN
Entrant Company	GOLINHARRIS STOCKHOLM Stockholm, SWEDEN

Name	Company	Position
Kristina Oldfeldt	Golin	Account Executive
Anna Hansson	Golin	Media Director
Niclas Sjöbeck	Golin	Creative Manager
Jenny Lövrot	Lowe Brindfors	Graphic Designer
Mikaela Kaskal	Lowe Brindfors	Production Manager
	Sitrus	Content Agency
	Colony	Agency Producer
	Bsmart	Production Company
Anna Kågström	Telenor Sweden Business	Content/Marketing Communication Manager
Annelie Forssell	Telenor Sweden Business	Advertising/Media Manager
Hanna Riberdahl	Telenor Sweden Business	Head Of Marketing Communications

The Campaign

The Swedish telecom industry struggles with trust issues, and offerings and communication are focused on price. We needed to find a long-term concept that could make mobile carrier Telenor Sweden Business a more relevant business partner. The objective was to generate leads and increase consideration by non-customers. Telecom purchasing is often assigned to IT departments. But, IT accessibility and the connected way of working also bring new challenges. It makes employees inefficient. Telecom solutions are therefore also an issue for HR, management teams and employees. The strategy was to reach these target groups and present solutions for a healthy digital working environment. We created the initiative WORKFULNESS, a training program with Swedish neuroscientist Katarina Gospic for how we counteract technology stress and inefficiency. It was launched with an educational booklet and a short film, followed by customer seminars, a pilot case and an event. The campaign generated an earned media net coverage of 1.9 x the Swedish population and increased consideration with 32 per cent. It opened the door to HR departments and management teams – we created an entirely new customer category. The calls for interest went all-time-high which led to the creation of a new, sellable offer. • For increased trust we created something substantial, an educational program. • For credibility we involved an expert. • For relevance we acted around an actual social problem. • For news value we used our survey to prove the problem and launched new figures, a new term and a new solution.

The Brief

The overall objective was to generate leads (non-customers) through an increased amount of calls for interest to Telenor Sweden Business. Secondly, the concept had to increase consideration for Telenor Sweden Business by non-customers.

Execution

Based on behavioural science, we created WORKFULNESS, an initiative and a new term for an escalating social problem, and started to communicate efficiency over price. Looking at how our brains function, we developed a training program with Swedish neuroscientist Katarina Gospic for how we counteract technology stress and inefficiency in the workplace. This was the basic concept for our communication through earned and owned media in May and June 2015. The training program was presented through an educational booklet and launched with a press release and a short film, followed by customer seminars, a pilot case, an event and further activation in owned and earned media.

Output: Earned media net reach 1.9 x the Swedish population So far, the initiative has been covered more than 75 times in the media: Swedish national TV, leading business papers, industry press and dailies, and both national and international news agencies. Consideration for Telenor Sweden Business among non-customers increased 32 per cent during the campaign compared to the month before. Action/Business Impact: Calls for interest from non-customers (and current) hit an all-time high during the campaign, which led to the creation of a new, sellable offer from Telenor. New customer category – from IT to HR Using the initiative and the term Workfulness, not only could Telenor demonstrate solutions for a new social problem. We also expanded telecom issues to be a wider concern than for IT only and opened the door to HR departments and management teams. We created an entirely new customer category for Telenor Sweden Business.

The Strategy

Telecom issues and purchasing in larger companies are often assigned to IT departments. In the era of digitalization, IT accessibility has changed the way we work dramatically. But, the continuous accessibility that our connected telecom tools give us also brings new challenges. In our research we discovered studies showing that we check our mobile phones 150 times daily. We made a survey and found out that 8 of 10 Swedish employees feel they need to respond to incoming calls, texts, and e-mails immediately. We also knew that it could take up to 25 minutes to regain full focus after being interrupted. This can lead to stress and inefficiencies. That’s why today, telecom no longer is only an issue for IT departments, but also for the management team and individual employees. The communication strategy was to reach these target groups and give solutions to an increasing, current problem for workplaces.