Telia is Sweden's largest telecommunications company. In May 2011 they announced that they were changing their logotype. Our challenge was to communicate this change, not only the rebranding of Telia, but also highlighting an increased global presence through their partners. Obviously bragging about how big you've become is something that most people are totally uninterested in. So we needed to activate people through something that they would find interesting instead. Our solution was to prove that a greater Telia, allows for greater possibilities. We therefore created 1,000 possibilities, all delivered in 1,000 unique and different ways that expressed the power of Telia through the people who use their services on a daily basis. An integrated campaign including a TVC, print, outdoor, and digital was launched that encouraged people to visit a site, where all 1,000 possibilities were up for grabs.

All 1,000 possibilities were communicated using the technology that Telia provides through their services, including television, mobile, and digital technology, but also via bought space. People who managed to book a possibility, saw it realised in a spectacular way that they couldn't have done without the power of Telia. With each of the 1,000 possibilities being unique, they were launched in different ways during the campaign’s 10 days. Some managed to cherry-pick an outdoor billboard using a map, and could tailor a message to friend living in that area. Others had their messages displayed via banners, in newspapers, on television, or even realised through performances by a poet, a singer, a choir, acrobats or by a race car driver. The list goes on all the way up to 1,000 unique messages that all celebrated someone special.

The campaign ran for 10 days, with various possibilities released each day. Every possibility was claimed within seconds after being posted, and site visitors exceeded 100,000 in just 48 hours. Once a possibility had been realised, we notified the person who had created it, and provided sharing options beyond the campaign site. Direct links, and social media sharing functionalities soon had the various possibilities spread all throughout the digital sphere of Sweden. The main objective, to communicate the new purple logo of Telia, was achieved beyond expectations and the logo is now the natural face of Telia.