The main campaign was very big and broad, and all media used; TV, radio and outdoor etc.The DM-part was based on one massive mailing to all customers not yet members in Telia Fördel, the target group was divided in to three main segments, regarding age and life style. The main strategy was to integrate Telia Fördel as a natural part of all offers from Telia. In this case the offer was a new price plan, Telia Favorit and combined with an invitation to Telia Fördel - as the proof of Telia´s more customers based focus.

During the campaign Telia Fördel gor as much as 40% new members.