In this story we meet a wide range of people - from trendy fashion influencer Cajsa Wessberg to esport pro Olofmeister, who we see using digital tools in their everyday life. But at the same time they claim that what they're doing in the digital world isn't for real. No matter if they're working online or socialising, playing esport or dating online. It's of course an ironic statement, which we clarify through the film, where the story shows the positive reality. So the influencer creates a new trend thats spreads like wildfire and Olofmeister wins a real tournament before a crowd of thousands, and a Tinder couple is swiped from the phone into a church to get married. This way se show all the great things that only could have happened thanks to their phones.

We end with a text saying: The world has changed. Have You?

Telenor is a positive brand who see bright on the future. In Sweden screen time is a hot topic in the conversations in culture and society. A topic that people often have a polarised view on, often more based on a gut feeling than facts.

The insight behind the campaign is that there is a lot of prejudice and guilt surrounding screentime. Prejudice that has no real backing in scientific research. Predjudices likes this are also holding Telenors young target group back in their everyday life. The attitude is that what happens IRL is more worth than what we do and experience with our screens. Online fenomens like e-sport, dating and influencer marketing are seen as less credible - even though they're more popular than their "IRL" counterpart.

We wanted to challenge this and join the debate by highlighting the absurdness of keeping hold of this outdated perspective.

The campaign was launched August 2019 in multiple channels for full impact. For TVC the 45 second version of the film started the campaign. For Youtube the 45 second version delivered broad reach and shorter tailored versions targeted cultural segments such as E-gamers, online daters and the fashion crowd. The campaign was also activated through the social channels of the ambassadors we portrayed in the campaign, e.g. E-sport star Olofmeister or fashion influencer Cajsa Wessberg, as well as social media and digital display. By using tailored messages for each specific segment, the social and digital part of the campaign encouraged engagement by asking questions that related to each audience. In that way we could make everyone reflect on their own attitudes towards a world that’s only becoming more digital.

The campaign gained attention from earned media all over the world. Engagement rate in social media increased with 1100 procent. Brand preference increased with 12 procent among 18 - 25 year olds. Sales during the period exceeded expectations. On youtube the completion rate was three times the expected. It was also the most efficient youtube campaign in the telco category during the campaign period with record breaking CTR. In the end - the final result of the campaign was that Telenor went from being another generic telco to being part of the conversation.