In the Swedish market Telenor works with the advertising concept “Människor Emellan” translated to “Between people”. Their mission is to bring people closer together through their services. The brief was to create a brand activation to establish their mission, and increase their relevance in the market.

We found that it’s common to have a saved voicemail from a deceased loved one. And many have a big fear of losing it. So big they keep paying for old phone plans for years, just to make sure they have their messages.

We decided to provide a service that made it easy to save your voicemail forever. It was launched as a web app, where you got to listen to all your saved voicemails, and decide which ones you wanted to download. Listening to a voicemail is as close to talking to a person you can get. And that’s why these voicemails tend to get so precious. You get to feel closer to your loved one, than you would from seeing a film or an image.

The service was communicated in a 360 campaign, based on real stories about different peoples relationships with certain precious voicemails.

The telco market in Sweden is highly competitive.They all strive to stand out in the market with an expression that stands out and rational advantages such as network coverage, increased data limits and price. Telenor has taken an emotional path. The concept is based on the core of tele communications, human connections.

Every day, 65,000 voicemails are left with Telenor’s customers. Messages that often don’t have any special significance, until you lose the person who left it. Then it suddenly means a lot, and people testify to the fear of losing it. And research shows the voice can help us through the grieving process and beyond. The 65,000 messages are in fact not just emotionless megabytes of sound data on a server, but precious memories. That’s why we developed the service “Missed Calls”, encouraging people to save their voicemails forever.

The service in itself is a web app that scans your voice mails and lets you download the ones you want to save as MP3 files. The campaign communicating the service is based on real stories from real people.

We made a film that aired on TV, cinemas and online. In the story we follow a young man growing up and what role a saved voicemail from his mum plays in his life.

In print, OOH and social media, we highlighted real stories about how people felt about their voicemails, or about losing a voicemail.

In radio we dramatized listening to a voicemail over and over.

A 360 campaign where every outlet was designed to tell the story in the best possible way. The campaign launched the 8th of April 2024 and aired all over Sweden.

In a highly competitive category and lack of interest among consumers, Missed Calls gained wide attention with 2M in earned reach on the Swedish market (10M citizens). Liking of the campaign is very high and engagement shows in thousands downloads after only three weeks. Brand consideration and perception have increased significantly, which proves that it moved the brand with an insightful emotional message that adds real value.

Campaign results

PR reach 2 000 000 (Goal: 1 000 000)

270 % higher view time on Meta than benchmark (Goal + 100% compared to benchmark)

Downloads 3312 (Goal 2 000)

79% conversion rate of visitors of campaign site to initiated downloads (goal 30%)

Liking 63% +22 percentage points compared to benchmark (41%)

50 % users from other networks

Brand move results

Brand consideration + 4 % since launch of concept (Goal +3%)

Preference + 5 % since launch of concept (Goal 2%)