Title	THE GOLD MEDAL SIM CARDS
Brand	TELENOR
Product/Service	TELENOR
Category	F01. Integrated Campaign Led by Direct
Entrant	TRY Oslo, NORWAY
Idea Creation	TRY Oslo, NORWAY

Name	Company	Position
Jan Kristian Haavi	Apt	Designer
Eirik Sørensen	Try	Creative
Finn Knudsen	Try	Creative
Tommy Lybekk	Apt	Graphic Designer
Sebastian Rasch	Apt	Art Director
Marius Nettum	Apt	Web developer
Trond Sandø	Try	Account Director
Ulla Hennum Birkrem	Try	Account Manager
Dan Christian Westin	Try	Designer
Anne Birgitte Nesse	Try	Mac Designer
Espen Düring	Apt	Account Director
Anette Isachsen	Apt	Digital Producer
Morten Harnang	Apt	Web developer
Edmundo Navasca Cruz	Apt	Web developer
Frode Ekeberg	Apt	3D
Magne Hage	Apt	3D
Roy Kristoffersen	Apt	Motion Graphics
Kavar Singh	Motion Blur	Director
Espen Horn	M	Executive Producer
Karl Erik Brøndbo	Motion Blur	Photographer
Henrik Pedersen	Motion Blur	Post Production
Svein Bjøntegård	Uhørt	Sound Engineer
Bjarte Giske	Motion Blur	Music
Dag Klevås Rye	Motion Blur	Production Manager
Sindre Habberstad	Motion Blur	Photographer/Post Production Behind the scenes
Marianne Strandly	Apt	Producer Motion/3D
Erikha Harket	Try	Advisor
Sindre Fossum Beyer	Try	Account Supervisor

The Campaign

To do so, Aksel and Telenor decided to do the unthinkable; melt his first gold medal, and integrate tiny particles of real World Championship gold into 3 million Telenor SIM cards – As the ultimate symbol of being the fastest. The medal has also resurfaced as a monetary fund in Aksel’s name, whose mission is to help even more Norwegians experience the joy of skiing. The fund work as an engagement platform where people can propose and nominate projects that should get support. Every Norwegian citizen now has the opportunity to carry a tiny part of a national treasure inside their phones, as well as being part of something bigger.

Creative Execution

The moment when Aksel melted his first gold medal was teased online before the full story was revealed during the downhill season finals. On our website and in social media the audience could explore every part of the story. A Press release including exclusive behind the scenes footage from the melting was sent to key publications. The medal was divided into 120 million particles, and each golden Telenor logo on the SIM cards contains 20-40 particles that are visible with a magnifying glass. The new SIM cards are free of charge and each one also comes with a signed letter from Telenor, promising to always provide the fastest mobile network. Every Norwegian can propose and nominate causes that should get support from the Aksel fund.

Results

In just a few hours after the launch, the story was in every Norwegian newspaper. And the buzz in social media was massive. Aksel had to confirm to the press that it actually was the real medal. The medal from 2007 lives on trough 3 million SIM cards and important projects all across Norway, which generates new stories and local PR every month. 3 million new SIM cards are on their way to customers all across Norway with a powerful massage about speed. But even more importantly, the campaign has resulted in an all-time high in brand reputation for Telenor!

The only tangible product you get from a telecom company is the SIM card. You slide it into your phone and never look at it again. Trough this campaign, we turned these tiny pieces of plastic, that always look the same, into a powerful message in itself. 3 million customers now have the opportunity to carry a small part of a national treasure inside their phone.

The only tangible product you receive from a telecom operator is a tiny piece of plastic and a bill once a month. In addition, customers think it’s difficult to see the difference between one operator and the other, especially when every one of them claims to have the fastest network. By letting the SIM-card itself communicate Telenor’s dedication to speed, and our national sport, we could build a much more valuable relationship with the customers.