Talkmore is Telenors (the world's 7th largest mobile operator) 'low-price' brand in Norway and a challenger within the highly competitive GSM category. Their mobile phone booth man is Norway’s most famous advertisement characters and has become an icon within the industry. A survey done by Talkmore shows that 88% of the Norwegian public links this character directly to their company. Talkmore asked us how they could use his great popularity in a new and relevant way to create positive association to the brand. Our solution was to place him in an episode of the most popular reality show in Norway: The Norwegian version of Survivor (Robinson). He showed up in the signature episode where 8 people compete to win a phone call home. This episode was watched by 21% of the Norwegian population. His appearance on Survivor was also mentioned on a number of blogs, in evening newspapers and on Facebook and Twitter.

Survivor was filmed on an island outside of Malaysia. To get the same look and feel as in the TVC we sent one of our mobile phone booth cardboard boxes down to the island. Together with the production company we also made a plan for how he should appear in the signature episode and the competitors would win gold coins in order to buy calling time from our mobile phone booth man. The campaign ran according to plan and everything turned out the way we wanted it.

This signature episode was watched by 21% of the Norwegian population. The Mobile Phone Booth Mans appearance on Survivor was also mentioned on a number of blogs, in evening newspapers, on Facebook and Twitter.