| Title | THE GOLD MEDAL SIM CARDS |
| Brand | TELENOR |
| Product/Service | TELENOR |
| Category |
A06. Financial Products & Services, Commercial Public Services, Business Products & Services |
|
Entrant
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TRY Oslo, NORWAY
|
|
Idea Creation
|
TRY Oslo, NORWAY
|
Credits
| 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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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!
Explain why the method of promotion was most relevant to the product or service
To promote that Telenor, Norway’s largest telecom operator has the fastest mobile network, we turned to their long-time spokes person Aksel Lund Svindal - the world's fastest downhill skier. Together, they decided to melt his first gold medal and integrate tiny particles of real World Championship gold into three million Telenor SIM cards. Then they gave every Norwegian citizen the opportunity to carry a tiny part of a national treasure inside their phones. Changing the SIM card itself into a desirable and powerful message.
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. Through this campaign, we turned these tiny pieces of plastic, that always look the same, into a desirable and powerful message in itself. 3 million customers now have the opportunity to carry a small part of a national treasure inside their phone.