Cannes Lions

TELECOMMUNICATIONS PROVIDER

STARCOM NORWAY, Oslo / TELE2 / 2010

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Overview

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Credits

Overview

Execution

Our partnership with Dagbladet, Norway’s third largest daily, was ground-breaking. On our Day of Great Bargains, we bought almost all the ad space in the newspaper, the first time this had been done in the country. We also bought nearly all the banner ads on the website front page.And then we turned all that space over to the public.What we created was an edition of the paper that was stuffed full of bargains, and which was eagerly snapped up across the country.How?We asked small businesses, who could never otherwise afford to reach a nation-wide audience, to create their own ads that included coupons for special offers.We even made the paper a bargain, too, with two-thirds off the cover price.We also gave Internet users a fun way to create their own ads, which were co-branded with Tele2 and appeared on dagbladet.no. They eagerly shared the links.

Outcome

An extraordinary 42% of all Norwegians showed awareness of our campaign the next day, and it broke all records for positive feedback.There had never been anything like our takeover of the paper, so it generated heated public discussion.And even though we had increased the print run by 30%, Dagbladet sold out that day.Meanwhile, over 800 ads were created for the web.And Tele2’s share of new customers in the next two months was 18%, twice its traditional market share.

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