People in general thought that Tele2’s Mobile Internet was unreliable and lacking in quality. Our task was to change that. So we created Mobile Internet Live - the ultimate challange. A live TV-show event that was broadcast through the Mobile Internet’s USB modem. In other words, the product itself became the media. And if the modem ever lost its connection, a top executive at Tele2 fell into a dunking pool. People could follow the whole event on the website.

So we created Mobile Internet Live - the ultimate challange. A live TV-show event that was broadxast through the Mobile Internet’s USB modem. In other words, the product itself became the media. And if the modem ever lost its connection, a top executive at Tele2 fell into a dunking pool. People could follow the whole event on the website.

This campaign was the undisputal proof that Tele2’s Mobile Internet is reliable and powerful. The fact that you could actually air live video from a mobile broadband, and the constant chance of a Tele2 Executive falling into a pool of ice cold water got people talking. On Facebook, Twitter and all the major media and business sites. A lot of visitors followed the event for the entire week, hoping the connection would go down. And it did. But only once, when our host drove down a garage made of solid concrete.