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).
The Swedish Tourist Association is an organisation with deep roots in Swedish tourism since 1885, running hotels and hostels all over Sweden. Their main objective is to develop tourism and to encourage both Swedes and foreigners to discover Sweden as a country.
The world is getting more uncertain, countries are shutting down ways of communication. The Swedish Tourist Association wanted to to the opposite - they wanted to sell Sweden with its peoples values and opinions, whatever they might be.
Since every Swede has his/her own perception of his/her country, every call becomes a unique description of Sweden.
On the web page theswedishnumber.com, you get the simple background, i.e. The Swedish Number film and statistics in real time regarding the campaign - number of calls, latest calling country, avarage calling time etc.