Title	THE WORLD HAS CHANGED. HAVE YOU?
Brand	TELENOR
Product/Service	TELECOM
Category	G04. Social Behaviour & Cultural Insight
Entrant	ACNE Stockholm, SWEDEN
Idea Creation	ACNE Stockholm, SWEDEN
Production	BACON Copenhagen, DENMARK
Additional Company	TELENOR Stockholm, SWEDEN

Name	Company	Position
Erik Bergqvist	Acne	Executive Creative Director
Isaac Bonnier	ACNE	Art Director
Joel Lindblad	ACNE	Copywriter
Pia Hansson Naslund	ACNE	Account Manager
Niclas Norström	ACNE	Strategist
Johanna Gradin	Acne	Account Director
Fredrika Frenkiel	ACNE	Account Manager
Olle Lindgren	ACNE	Executive Producer
Tommy Carlsson	ACNE	Art Director

Why is this work relevant for Brand Experience & Activation?

This campaign is truly based on the cultural insight that there is lot of prejudice and guilt surrounding screen time. The attitude is that what happens IRL is more worth than what we do and experience with our screens. Online fenomens like e-sport, dating and influencer marketing are seen as less credible. Prejudices that has no real backing in scientific research We wanted to challenge this and join the debate by highlighting the absurdness of keeping hold of this outdated perspective.

background

Telenor is one of the leading telecom operators in Sweden. They act in a generic category and often use generic product led messages in their communication. People’s perception was that the Telenor brand didn’t really stand for anything specific. Our task was to develop a campaign with a message that was relevant for the brand, the category and their customers. But even more important was that it could resonate with people, culture and society at large. It was only if could we make a bigger impact that we could change the perception and make Telenor stand for something that people could relate to.

Describe the creative idea (20% of vote)

In this story we meet a wide range of people - from trendy fashion influencer Cajsa Wessberg to esport pro Olofmeister, who we see using digital tools in their everyday life. But at the same time they claim that what they're doing in the digital world isn't for real. No matter if they're working online or socialising, playing esport or dating online. It's of course an ironic statement, which we clarify through the film, where the story shows the positive reality. So the influencer creates a new trend thats spreads like wildfire and Olofmeister wins a real tournament before a crowd of thousands, and a Tinder couple is swiped from the phone into a church to get married. This way se show all the great things that only could have happened thanks to their phones. We end with a text saying: The world has changed. Have You?

Describe the strategy (20% of vote)

Telenor is a positive brand who see bright on the future. In Sweden screen time is a hot topic in the conversations in culture and society. A topic that people often have a polarised view on, often more based on a gut feeling than facts. The insight behind the campaign is that there is a lot of prejudice and guilt surrounding screentime. Prejudice that has no real backing in scientific research. Predjudices likes this are also holding Telenors young target group back in their everyday life. The attitude is that what happens IRL is more worth than what we do and experience with our screens. Online fenomens like e-sport, dating and influencer marketing are seen as less credible - even though they're more popular than their "IRL" counterpart. We wanted to challenge this and join the debate by highlighting the absurdness of keeping hold of this outdated perspective.

Describe the execution (30% of vote)

The campaign was launched August 2019 in multiple channels for full impact. For TVC the 45 second version of the film started the campaign. For Youtube the 45 second version delivered broad reach and shorter tailored versions targeted cultural segments such as E-gamers, online daters and the fashion crowd. The campaign was also activated through the social channels of the ambassadors we portrayed in the campaign, e.g. E-sport star Olofmeister or fashion influencer Cajsa Wessberg, as well as social media and digital display. By using tailored messages for each specific segment, the social and digital part of the campaign encouraged engagement by asking questions that related to each audience. In that way we could make everyone reflect on their own attitudes towards a world that’s only becoming more digital.

List the results (30% of vote)

The campaign gained attention from earned media all over the world. Engagement rate in social media increased with 1100 procent. Brand preference increased with 12 procent among 18 - 25 year olds. Sales during the period exceeded expectations. On youtube the completion rate was three times the expected. It was also the most efficient youtube campaign in the telco category during the campaign period with record breaking CTR. In the end - the final result of the campaign was that Telenor went from being another generic telco to being part of the conversation.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Screen time has become a hot topic in the conversations in culture and society. A topic that people often have a polarized view on, often more based on a gut feeling than facts. There is a lot of prejudices surrounding screen time. Online fenomens like e-sport, dating and influencer marketing are seen as less worth. The attitude is that what happens IRL is more worth than what we do and experience with our screens. Prejudices that are holding Telenors target group back.