In short, the idea was to find a way of attracting the hard-to-reach younger audience, making the Telia brand more synonymous with apps and smartphones in general, while at the same time promoting Swedish entrepreneurship and creativity. We did so by providing programming and development resources to anyone that came up with a really good idea for an app, in a national competition hosted and judged by famous digital entrepreneurs.

The campaign was divided into several phases:1. Launch phase (June/July) - via key media contacts and press releases to drive awareness of the campaign with the objective of associating Telia’s name with Swedish entrepreneurship and a fun and innovative campaign.2. Explode phase (July) – all bought media kicks in to drive consumer awareness and entries for the competition. Supported by PR to relevant outlets.3. Development phase (August) - This phase starts with broad media outreach presenting the number of entries and the success of the competition; it moves on to promote the winner with both a regional/broad angle, and a more local one, relevant to where the winner is from. Then all communication moves into the development of the app (October), pitching the story to tech-magazines/ blogs etc.4. Sale start (December) – final phase. Broad media outreach presenting the final app.

Ongoing dialogue and posts in SM

The expectation was to get around 9,000 entries, based on the fact that the competitors have to put a fairly high level of effort before entering the competition. The result was more than 25,000 entries. That’s actually over 1% of Sweden’s total population in the target group, ages 18-25.Some other results:Facebook 'likes': 11,000Twitter: #appmiljonär became Trending Topic in Sweden, August 11.