| Title | THE SWEDISH NUMBER |
| Brand | THE SWEDISH TOURIST ASSOCIATION |
| Product/Service | TOURISM |
| Category |
A02. Creative Innovation |
|
Entrant
|
INGO Stockholm, SWEDEN
|
|
Idea Creation
|
INGO Stockholm, SWEDEN
|
|
PR
|
GREY ACTIVATION & PR New York, USA
|
|
PR 2
|
COHN & WOLFE Stockholm, SWEDEN
|
|
Production
|
INGO Stockholm, SWEDEN
|
Credits
| Björn Ståhl |
INGO |
Creative Director/Executive Creative Director |
| Joachim Ewert |
INGO |
Account Director |
| Julia Blomquist |
INGO |
Planner |
| Magnus Ivansson |
INGO |
Copwriter |
| Gustav Westman |
INGO |
Art Director |
| Tero Marjamäki |
Cohn & Wolfe |
PR manager |
| Cecilia Lindquist |
Cohn&Wolfe |
Pr manager |
| Amy Tunick |
Grey Pr & activation, NYC |
President |
| Magnus Ling |
Swedish Tourist Association |
General secretary |
| Jenny Engström |
Swedish Tourist Association |
Marketing Director |
| Josefine Billström |
INGO Stockholm |
Planner |
The Campaign
As the first country in the world, Sweden got its own phone number. When calling it from abroad you get connected to a random Swede, somewhere in Sweden. Then you can talk about anything, preferably about Sweden.
The Swedish Number gave the control of the image of the country to the Swedes themselves. Nothing was censored or pre-arranged. In the name of freedom of speech - what ever opinion you may have, it matters.
The Swedish Number is open for anyone to call just by using a normal telephone, but only from abroad. Swedes register as "telephone ambassadors" simply by downloading an App.
Creative Execution
The hub of the campaign was a tailor made sophisticated cloudbased switchboard. One of the largest in the world. The switchboard made sure that calls can only come in from outside Sweden and then it connects it to the next Swede in line to answer. That person is then moved to last in line.
If you have a Swedish phone number (+46) you can download The Swedish Number App from App-Store. Register your email and phone number, that's it, then you can start taking calls. The call shows up in your phone lika a normal call.
The App is based on the switch Boards open API’s giving the user a user friendly experience, i.e. Easy turn off/on, real time statistics and making the call appear as a normal phone call.
On the web page theswedishnumber.com, you get the simple background, i.e. The Swedish Number film and statistics regarding the campaign - number of calls, calling.
A general film was released, explaining the project. And one week after a film with the Swedish Prime Minister answering calls for The Swedish Number was released.
The Swedish Number instantly spread rapidly across the globe. People from all countries found it on tens of thousands Live TV-Shows and News channels, Live radioshows, in newspaper articles, in bloggs, on Twitter, on Facebook. Calls came in by the 100.000 and the Swedish people answering represented all parts of society - geographically, ages and opinions.
Nothing (ZERO!) was spent on bought media or seeding.
The results:
Total calls: 188.625
Swedish Phone Ambassadors: 32.069
No of countries calling: 186 (194 in the world)
Accumulated calling time 376 days.
Longest call: 4h 42min
Total media impressions: 9.324 billion.
Media Value: 147 million dollars (US).
As the first country in the world Sweden, as a country, got its own phone number. When people call it from abroad they get connected to a random Swede, and in the name of freedom of speech, they can talk about anything.
In a digital world where people hide behind key boards, The Swedish Number created numerous of wonderful person to person meetings with Sweden and Swedish values in focus. By using something old fashioned and analog - a simple telephone. Every phone call created an unique picture of Sweden.