Sweden | May 2013
Tele2 offers affordable products and services in the mobile phone category and broadband.
The campaign should reflect the new Tele2 TV commercial with Francis, baby of the well-known Tele2 character Frank. Activation of 5000 Tele2 Francis puppets. Attract people to visit the Tele2 stores and create additional sale.
- Competition on Instagram and Facebook: take a picture with Francis and tag it with #Tele2Francis.
- Guerilla activities where you could take a picture with Francis and win a Sony Xperia surf pad.
- Campaign site www.tele2francis.se presenting all entries of the competition and a special campaign offer; buy Tele2 subscription and get a Francis Limited Edition puppet.
- Advertorials presenting the winners of the competition, interviewed in selected stores.
- Print ads in Metro.
- Creative print ads in Metro.
- Metro handled the production of web site, competition, guerilla event and advertorial.
- Over 800 pictures/entries.
- Over 7 000 ”likes” on Instagram.
- Over 2 000 shares on Facebook.
- Each ad (2 in total) reached over 1.300.000 people.
- Increased visits to Tele2 stores.
”We are really happy the campaign has received this award. Our 360-campaign this summer was incredibly strong and we wanted to take benefit of it. As a fun feature we produced Francis Limited Edition puppets of Francis dressed as a pig. We know that cuddly toys are extremely appreciated and popular and therefore we offered everyone who signed a Tele2 subscription to get a free Francis Limited Edition puppet. The offer was communicated in social media, advertorials and through guerrilla activities with the goal to attract costumers to selected stores”
– Johan Masironi, Marketing Manager, Tele2 Residential.
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