This concept is based on the fact that Swedes pronounce CHEAP and SHEEP the very same way.

It all started with a live press conference on the company’s website. Banners led people to the press conference where Frank and the new concept (Born to be cheap) were introduced. The next day there was a spread in every big Swedish morning paper, commercials on all channels and a big outdoor-campaign. Frank was present in every single unit.

Frank is now a household name in Sweden. After two months 80% knew of Frank and that Tele2 is the cheap alternative. The client is excited and we’re about to produce 10 more films with Frank. And when it comes to sales: They are up big time. But Tele2 is a pretty secret company when it comes to sales, so we are not allowed to tell you how much. Sorry.