Title	TELENOR'S MAGICAL CHRISTMAS
Brand	TELENOR
Product/Service	TELENOR PRIVATE CHRISTMAS SALES MOBILE SUBSCRIPTIONS
Category	D03. Use of Branded Content created for Digital or Social Media
Entrant	OMD DENMARK Copenhagen, DENMARK
Idea Creation	& CO. Copenhagen, DENMARK
Idea Creation 2	TELENOR Copenhagen, DENMARK
Media Placement	OMD DENMARK Copenhagen, DENMARK
Production	& CO. Copenhagen, DENMARK
Additional Company	WUNDERMAN SCANDINAVIA Copenhagen, DENMARK

Name	Company	Position
Kenneth Herlin	OMD	Strategy director
Morten Kristensen	OMD	Media director
Fine Rebecka Sommer	OMD	Digital Director
Anne Højby	& Co	Account Director
Daniella Jansler	& Co	Account Manager
Martin Storgaard	& Co	Art Director
Simon Naver	& Co	Art Director
Arlette Walsøe	& Co	Producer
Bo Rathsach	& Co	Copywriter
Kristian Eilertsen	& Co	Copywriter

The Campaign

Children are strong influencers in family smartphone sales, and 37% of parents let children choose which smartphone to purchase. Tapping into this insight, Telenor wanted to win the hearts of both children and parents, and Christmas was an obvious occasion. Christmas is a magical time…but primarily seen through the eyes of children. While 78% of Danes associate Christmas with loved traditions and family time – 1/3 of parents actually feel Christmas is hectic and stressful, also when spending time with their kids. Whereby, facilitating cozy family time together became the focal point of the campaign. The idea was to create an entertaining magical Christmas universe, where the families – with just a click, scissors,glue and recycling from the household – easily could play along digitally and offline. Facilitating easy ways for parents and children to sit down and spend time together – and with the Telenor brand - during Christmas.

Creative Execution

The Christmas universe was kickstarted on YouTube, TV, Cinema, Facebook, display and OOH to ensure awareness and drive families to Telenor’s stores to collect an Advent-calendar and watch the daily Advent-calendar videos online. Afterwards, to ensure ongoing engagement, the story unfolded across digital and offline platforms. Everything from Telenor’s stores and events in malls, to campaign site and social, from branded to user-generated content, and from brand to tactical communication was wrapped in Telenor’s Christmas universe to create maximum awareness and engagement online as well as offline. To create a strong link between the digital storyline and users’ activities at home, Shane’s “magical teleporter” incorporated some of the user-generated creations shared on social into the video-storyline on YouTube/campaign site. Timeline and dosage 2015: - Launch and awareness 19/11–24/12: TV, Facebook, YouTube, display, cinema, print, instore - Engagement 29/11–24/12: YouTube, web-TV, Facebook, Instagram - Tactical 29/11–3/1: TV, print, digital

The Christmas campaign managed to create broad awareness, deep engagement and increased sales in the target group (445.000 families with children aged 4-12) across digital and offline platforms: Awareness: - Awareness grew to index 167 in the family target group in the campaign period. Engagement: - Almost one in four (85.000) families collected a physical advent calendar, creating a lot of traffic to Telenor’s stores. - The families viewed more than 34.000 hours of video content (916.835 unique video views). - 2 Top 10 YouTube leaderboard 2015 placements. - 30.877 social interactions on Facebook and Instagram. And engagement was not just a question of “likes” on social. More importantly, many families spent hours together at home watching the advent-calendar videos and cutting and creating ZigZok figures. Sales: - The conversion rate on tactical communication was 48% higher than average for Telenor, and Telenor reached their aggressive Christmas sales targets.

This campaign managed to create deep engagement within a category that consumers usually do not spend many unnecessary moments on. Instead of joining the Telco category’s usual tactical communications during the Christmas season, Telenor created a magical Christmas story about Littletowntiny, inviting families to engage in content online as well as offline. The campaign universe and content were activated across all platforms – in Telenor’s stores, shopping malls, campaign site, YouTube, Facebook, TV, display – as well as in the homes of families, where they spent time together to save Christmas in Littletowntiny. We wrapped Christmas in Telenor’s magical universe.

Insights, Strategy and the Idea

Telenor wanted to engage their key segment families with children (4-12). Knowing, 2/3 of these families use YouTube weekly (20% daily), it became obvious to utilize digital platforms as primary vehicle to unfold the campaign and engage with the families. Tapping into the beloved Danish tradition to watch a daily Advent-calendar TV-episode during the 24 days before Christmas Eve, Telenor’s Christmas story started with a physical ZigZok Advent-calendar that families could collect in Telenor’s stores. Afterwards, the story unfolded through a digital Advent-calendar, where families followed ZigZok in daily video-episodes uploaded to YouTube and campaign site. Telenor collaborated with Shane Brox, a popular children’s TV-presenter, to create a magical Christmas universe that invited families on a digital and offline journey through the Advent-calendar story about ZigZok that had to – together with the families’ help – solve Shane’s weekly Advent tasks to continue the story and save Christmas in Littletowntiny.