Telenor is THE Swedish Telco for families, but even though their family plan is good, it’s not enough become famous by itself. Our task was to develop a PR campaign that made more people aware of Telenor’s family plan and the fact that you could include almost anyone. Dog trackers has been around for awhile but we knew that they had gotten more technically advanced, and that’s where the idea started.

Telenor is THE Swedish Telco for families. Our task was to develop a digital activation campaign that highlighted Telenor’s family plan. In a generic market where offers from telecom operators are similar we wanted to differentiate ourselves. With Telenor’s family plan you can add more than just traditional family members, for example roommates, boyfriends and your grandmother. So we thought; why not make it possible to add the family dog too? By utilising existing technology, a “dog tracker” (GPS Tracker Minifinder) we invented a completely new offer, unheard of in the telecom industry: “A dog plan”. The possibility to add your dog to the Telenor family plan – usually reserved for humans. The dog tracker was included in the new offer when adding the dog to the family plan. The whole advertising campaign was then developed from a dog’s perspective, after all they were the new members of Telenor Family.

Talking about a family plan through a dog had never been done before, so we knew it would gain attention.

The message “For everyone you call family” stood out in the category together with the story about Telenor launching the first phone plan for dogs, placed the initiative in a larger context.

Telenor’s target audience are urban careerists and families. They have a couple of things in common. Owning pets is one thing. Getting better deals on monthly costs is another. Brought together gave us a reason to speak.

Dog and tech enthusiasts are both infamous for sharing their interests on social media. By seeding pressreleases related to pets, outdoor and tech, we reached the right people.

Instead of having Telenor talk about the dog plan, we created films with dogs as spokespeople. That way, it became less of a threshold for the audience to share it.

Telenor has always been the telco company for families but in fierce competition with other competitors. With this campaign we took it one step further than everyone else and showed that Telenor has something for ALL family members. The campaign was all about the dog’s perspective and included humorous testimonial videos of how they feel about being part of the family plan. A customer service call center for dogs (in dog language) was set up, where dogs who had questions about the family plan could call. Telenor’s official website was even adapted to dog language. All this to generate different content and build buzz around the new offer. The campaign was rolled out with a variety of tongue in cheek sponsored videos and posts communicating the different campaign activities, mainly on social media but also on digital in-store screens.

The campaign was live 15 March - 15 May 2018.

The campaign and new offer was written about in Swedish hunting magazines, tech blogs and newspapers as well as international press and recieved 3,5 million impressions in total. And for the first time ever Telenor had the most effective advertising in their category. The engagement rate was 70% higher than average with a 300% + click-through rate. People were commenting on social media, adding friends in and asking Telenor if the family plan could include cats too.