Christmas is a crucial sales period in the Telco industry, and therefore there is most often a strong focus on tactical advertising, meaning it becomes a race among the Telco’s to have the biggest campaign push and best offers. Telenor wanted to differentiate from the tactic crowd, and do things differently this Christmas, by taking ownership of Christmas and telling a more engaging story, without having to outspend competitors. The objective was to create awareness and engagement among Telenor’s primary target group families with children, by being more relevant to families during Christmas time. Rather than only being a Telco offering the best deals and prices. This year’s Christmas campaign should thereby contribute to secure Telenor’s sales target as well as strengthen Telenor’s position as “The Family Telco”.

The Christmas universe was kickstarted on YouTube, TV, Cinema, Facebook, display and OOH to ensure awareness and drive families to Telenor’s stores to collect an Advent-calendar and watch the daily Advent-calendar videos online. Afterwards, to ensure ongoing engagement, the story unfolded across digital and offline platforms. Everything from Telenor’s stores and events in malls, to campaign site and social, from branded to user-generated content, and from brand to tactical communication was wrapped in Telenor’s Christmas universe to create maximum awareness and engagement online as well as offline.

To create a strong link between the digital storyline and users’ activities at home, Shane’s “magical teleporter” incorporated some of the user-generated creations shared on social into the video-storyline on YouTube/campaign site.

Timeline and dosage 2015:

- Launch and awareness 19/11–24/12: TV, Facebook, YouTube, display, cinema, print, instore

- Engagement 29/11–24/12: YouTube, web-TV, Facebook, Instagram

- Tactical 29/11–3/1: TV, print, digital