The Challenge
The telco market in Sweden is highly competitive. They all strive to stand out with rational advantages such as network coverage, increased data limits and price. Telenor on the other hand has taken an emotional path. Their concept "Between People" is based on the core of tele communications—human connections. So instead of speaking about the best deals, latest phone models or 5G, Telenor chose to highlight one of the oldest tech in the industry—the voicemail. Every day, 65,000 voicemails are left with Telenor’s customers. Messages that often don’t have any special significance, until you lose the person who left it. Then it suddenly means a lot, and many testify to the fear of losing it. Research shows the voice can help us through the grieving process and beyond. The 65,000 messages are in fact not just emotionless megabytes of sound data on a server, but precious memories. That’s why we developed the service “Missed Calls” encouraging people to save their voicemails forever, and with it a campaign with this film as the centerpiece.
The Solution
Modern telcos face an increasingly generic market, with competitors offering similar products and deals. Telenor's mission is to bring people closer together through their services with the "Between People" communication concept. Instead of focusing on offers or technical advantages Telenor decided to use human insights and one of the oldest tech in the industry: voicemail. The campaign's strong emotional appeal attracted significant attention, achieving over 3 million in earned reach. The campaign's likability reached far over benchmark, and engagement levels are exceptional, as evidenced by an outstanding View Time on TrueView formats.