2016 Promo & Activation

THE GOLD MEDAL SIM CARDS

TitleTHE GOLD MEDAL SIM CARDS
BrandTELENOR
Product/ServiceTELENOR
Category A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant TRY Oslo, NORWAY
Idea Creation TRY Oslo, NORWAY
Credits
Name Company Position
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.