Since its launch in Sweden, 3 has made major investments in offering its customers exclusive video clips. The campaign objective was to further increase the use of 3G video content by promoting a feature that would be popular in the target group of urban 15-25 year-olds.

The 300,000 youngsters in the 3 target group are extremely difficult to reach. Our objective was getting 30,000 downloads (10%). The soap has not yet ended, but the result so far is 60,000 downloads, which is far beyond expectations. Driving special soap content to mobiles has proven to be a very successful marketing strategy.

3 became the main sponsor of Paradise Hotel at an early stage, and was thereby exposed in all types of exclusive marketing such as trailers and outdoor campaigns. 3 was of course presented as the main sponsor, and just before and after the programme, 3 had a spot inviting the viewers to see more cool clips on their 3 mobiles. 3 also owned the campaign site, offering a 3 phone at a bargain price and was present in the programme newsletters.

The programme was a viewer hit, with a peak viewing of 729,000 in 3+ and 381,000 in average in 3+. But as it was broadcast on the biggest commercial channel in Sweden, the most intimate scenes had to be censored. This was something that 3 could use to its benefit, offering these clips directly to their customers’ phones. This was the basis of this truly successful sponsorship venture.

Lately, 3G clips such as National Hockey and Football League have become less popular, forcing 3 to break new ground. Through our insights, we were able to identify that 15-25 year-olds are TV intense and that they have a major over-representation in reality soap viewing. Shows such as BigBrother and the American Paradise Hotel were at the top of the list. Sweden’s biggest commercial channel, TV4, was to launch a Swedish version of Paradise Hotel. Therefore, it was a natural recommendation to have 3 present the program, thereby getting access to exclusive material that could be offered uniquely to 3’s customers.