| Title | MORE THAN TALK |
| Brand | TELMORE |
| Product/Service | TELMORE |
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Entrant
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VICE MEDIA DENMARK Copenhagen, DENMARK
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Idea Creation
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VICE MEDIA DENMARK Copenhagen, DENMARK
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Production
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VICE MEDIA DENMARK Copenhagen, DENMARK
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Credits
| Emil Asmussen |
VIRTUE WORLDWIDE - VICE Media Scandinavia |
Creative & Copywriter |
| Kristian Boysen |
VIRTUE WORLDWIDE - VICE Media Scandinavia |
Director |
| Joao Botelho |
VIRTUE WORLDWIDE - VICE Media Scandinavia |
DOP |
| Lisa De Linde |
VIRTUE WORLDWIDE - VICE Media Scandinavia |
Account Director |
| Ogi Curcic |
VIRTUE WORLDWIDE - VICE Media Scandinavia |
Video Editor |
| Simone Quistgaard |
VIRTUE WORLDWIDE - VICE Media Scandinavia |
Project Manager |
| Jacob Ziegler |
VIRTUE WORLDWIDE - VICE Media Scandinavia |
Graphic Designer |
| Morten Bundgaard |
VIRTUE WORLDWIDE - VICE Media Scandinavia |
Producer |
| Alex Dubrocard |
VIRTUE WORLDWIDE - VICE Media Scandinavia |
Motion Graphic |
The Campaign
How do we get a generation of young people, who barely use their phones for calling anymore, to care about a telco provider?
We took TELMORE on journey from a classic talk and text provider to a content provider and creator - and changed the Danish telco business.
With the launch of TELMORE Play, a unique subscription service that let TELMORE clients access a wide range of streaming services, we sparked a conversation that the target group actually wanted to a part of. Instead of going on about talk and text plans, we focused on streaming, film, series and music. And it paid off.
Since the launch we’ve seen a 55% rise in brand appeal and TELMORE is now
consistently among the strongest telco brands in Denmark.
Creative Execution
The campaign was rolled out on digital media, e.g. Facebook, Youtube, web-tv, Instagram, banners and website, as well as on TV and print.
Creation of content for all of 2016 :
TVC for 2016 (3 main pieces)
8 x Always on Web episodes
Motion Graphic explaining “What TELMORE Play is?”
Influencer campaign
Still images from production for E-mails,
Social assets incl. GIF and cutdowns of web episodes and still photos
Brand appeal up 55%
Brand credibility up 22 %
Purchase intent up 36 %
Sales up 17% since 2013 (first contact)
Churn reduced 25% since 2013 (first contact).
TELMORE continues to be a client.
While searching for insights, we stumbled into a statistic that showed that the call function was only the sixth most used function among young smartphone users. And it struck us: We actually rarely use our phones for calling, so it seemed old fashioned to focus all of our communication on talking and texting.
The strategy was naturally to focus on what the target group actually used their phones for, and consuming content, i.e. music and series, was definitely a priority.
The strategy was executed through the communications platform “More Than Talk” to highlight all the TELMORE’s services besides talking and texting - especially TELMORE Play.