Before our launch, no one had captured the actual problem; that our brains aren’t wired properly to handle several tasks at once, and that disruptions from our mobile devices do more harm than good. This escalating problem had to be addressed, together with a universal solution that decision makers as well as employees could adapt to achieve a healthier state working with digital communication technology. This is why we created Workfulness.

In collaboration with the prominent neuroscientist Katarina Gospic (M.D., Ph.D. and M.Sc.), this new term and method captured the core of the issue, and started to create change towards building healthier, more efficient and sustainable workplaces from a digital perspective. A multi-step program turned Workfulness into a rich tool that re-empowered and helped people understand why we need to learn to use digital communication technology in a smarter way that works together with the human brain.

Workfulness launched on primetime morning television, where Katarina Gospic got several minutes of airtime speaking about the initiative in front of millions of viewers.

The follow-up consisted of a number of units created to work in different earned and own channels: a printed and digital guidebook written by Katarina Gospic for P2P-handouts, short films for social media, press material and customized content for all channels. The spread intensified as traditional media in widely different categories – tech, lifestyle, health, traditional news to mention a few – picked up on the social problem, that through Workfulness suddenly had a clear description and enticing prescription. We also made sure that the initiative came with no traditional selling points whatsoever; the information and all assets were free of charge, available for the public online in both English and Swedish, and Workfulness could be implemented regardless if you were a Telenor customer or not.

A year after launch, Workfulness is still generating publicity. The initiative has had over 30 million impressions in earned Swedish media alone – meaning that every Swede has been reached three times by the Workfulness message. During the launch period, new business demand went to an all time-high and for the first time ever, and suddenly potential customers started to contact the sales team of Telenor to an extent never seen before. Brand consideration among non-customers increased by 32% during the peak campaign period (source: BrandTracker). And the fact that we encouraged people to disconnect actually connected Telenor to whole new target audiences; Workfulness has now become a new business offering that attracts HR departments and executive boardrooms – Telenor is now beyond IT. Consequently, we created an entirely new customer category for the company.