Awarded Use of Social Media

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Sweden | May 2013


Tele2 offers affordable products and services in the mobile phone category and broadband.

Campaign Purpose

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 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.

Winner comments

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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