The film is the main asset for the campaign and our way of dramatising the situation where our new service comes in hand.

Telenor is a Scandinavian Telco who works with the advertising concept “Människor Emellan” a Swedish saying that directly translates to “Between people”. With this idea we bring the concept to life and help people stay connected to their loved ones, even after they pass away.

We follow a man, Mattias, throughout his life. The film begins with him around 32 yrs, looking into his refrigerator. He spots a package of milk, which triggers a thought. We hear a voice message play. "Hi, it's Mom. Can you pick up some milk on your way home? The red one. Love you."

We cut back in time. Mattias is now 18. We hear the same message play as he picks up milk at the store. We then get the feeling that mom is no longer with him. We continue following Mattias through life. He studies for his driving test, looks for a job, meets the love of his life, gets married, and has a child. Throughout the journey, he’s comforted by his moms message.

In the end, we are back in the present day and Mattias plays the message to his daughter.

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.

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%)