Ulrica Brodd Johansson ANR.BBDOEftiPatrik Soder CIA MediaEdge The campaign wanted to change the target groups perception of Telia as only being a fixed line, and mobile phone operator into a much broader awareness of Telia as major player as an internet access operator.Telia wanted to put the spotlight on a strategic business area - Internet.Communicating technical solutiosn such as broadband is not easy. Since a clear majority of the Swedish population has a called up slow modem access the goal was to get customers to migrate form 56.6K modem connections or even slower to broadband solution. These messages where found at Telia.com. By creating 3 different TV-spots and 3 related Web sites Telia took the role as being a host or presenter of very odd or different sites on the Internet.At www.aliennation.com, www.lovegym.com and www.tennismodern.com the visitor could find information about Telia's new ADSL broadband solution.ResultsTelia are today the clear market leader for broadband subscriptions in Sweden. Sales goals and exact results unfortunatley can not be revelaed due to strict confidentiality. By integrating TV commercials and the web the media team accomplished 4 key issuesA. Internation with the target groupB. A meeting place and viral marketing spin of effectsC. A chance to inform in depth and market new broadband solutionsD. to behave in a n untraditional way. This submission shows an integrated campaign where TV and Web are linked together for an advertiser that sells Internet accesses.The Web is used as a vital media, marketing and sales channel. Therefore integration is both relevant and effective.Because of the campaign Telia managed to establish themselves as a clear market leader on consumer purchased broad band subscriptions.

By integrating TV commercials and the web the media team accomplished 4 key issuesA. Internation with the target groupB. A meeting place and viral marketing spin of effectsC. A chance to inform in depth and market new broadband solutionsD. to behave in a n untraditional way.