Sweden’s leading telecom operator, Telia, has swiftly ensured nationwide 5G coverage and successfully gotten key companies across several industries to implement the technology. However, the abstract nature of 5G makes it challenging to grasp 5G’s value for the average person. No one, no competitor or even Telia, has been able to explain the endless possibilities of 5G to consumers.

The brief was to come up with a 360 campaign with earned potential that showed how 5G is relevant for everyone, not only business and industries, in a way that was interesting for the general public, and in a way that brought consumers to Telia’s stores.

The overall objectives were to position Telia as the leader within Swedish 5G.

More specific goals involved national, local and industry PR, high campaign engagement, visits to campaign site, visits to stores, high brand visibility and positive sentiment around the campaign both internally and externally.

The 5G-onion represents a convergence of technology and tradition, transforming a mundane vegetable into a beacon of innovation. By partnering with Ekobot and utilizing 5G-powered robotics for precision farming, we've not only shown what the future of farming looks like, but also sparked a cultural conversation. The onion, presented as a cutting-edge tech product, disrupts conventional narratives surrounding 5G, making it accessible to all.

The main insight was that if we wanted 5G to feel revolutionizing for all aspects of life for everyday people, we needed it to be a topic for other outlets than traditional tech media.

The key message was: Telia launches the 5G-onion/The 5G-onion, a taste of the future.

To ensure attention we also wanted to add an element of surprise and humor to the story, by using an unexpected and playful twist to both naming and visuals.

The onion was a perfect hook to which we could add PR-engines for broadening the conversation about 5G by:

- focusing on taste-benefits, recipes and Sweden’s #1 chef to food media.

- talking about sustainability benefits with sustainability media.

- showing how 5G can enable the future of food production to engage national media.

- selling the onion in local supermarkets, farmers markets and Telia stores to engage local media.

Many have attempted to elucidate the intricacies of 5G to the masses, yet none have achieved the level of engagement necessary for widespread understanding. Telia aimed to redefine this narrative, positioning itself as the vanguard of technological innovation. Our strategy necessitated an idea that was not only captivating but also easily comprehensible across diverse audiences. The 5G-onion emerged as the ideal solution.

By leveraging the multifaceted nature of our concept, we seamlessly integrated it into various digital platforms, enhancing user engagement and brand interaction. From exclusive giveaways in Telia's phyiscal stores to curated influencer meals, the 5G-onion became a symbol of innovation and sustainability in the digital landscape. Through strategic storytelling, we transformed 5G from an abstract concept into an integral part of daily life, accessible to all.

Our campaign rollout was meticulously orchestrated to maximize digital impact. A teaser campaign on social media sparked intrigue, paving the way for the bombastic launch of the 5G onion. Across digital channels, we shared captivating content, accompanied by both paid and earned coverage in tier 1 Swedish media. This ensured that 5G became a topic of conversation in segments where it had previously been overlooked.

Furthermore, the physical manifestation of the 5G-onion was strategically distributed in Telia's online and offline stores, as well as supermarkets and farmer's markets, bridging the gap between digital and physical realms. To sustain momentum, we tailored our messaging to resonate with different target groups, focusing on aspects such as sustainability, technology, and taste. By collaborating with key stakeholders, including Telia's R&D team and renowned chefs, we ensured a cohesive narrative across all channels, reinforcing Telia's position as a leader in digital craftsmanship.

- Total reach: 81 424 993

- Coverage: 172% above target

- Visitors campaign site: 236,020 (23500% above target)

- Onions picked up in store: 12 600 (260% above target)

- Sales of onions increased by 300% in local supermarket

- Internally, 79,7% thought it was better or much better in comparison to previous campaigns by Telia.

- And 68,8% felt proud about working at Telia thanks to the 5G onion.

- Brand tracker: 5G development leader, all time high

But most importantly, we made a complicated subject like 5G easy to digest.

Or as a leading Swedish newspaper put it: “You know the world’s gone crazy when a telecom brand like Telia is selling vegetables”.