We developed an online museum which stores and displays a huge variety of SMS for all eternity!

The whole nation was invited to contribute by forwarding their own messages. By doing this they would assosciate Tele2 with SMS, and in addition send more text messages.

Tele2 has the lowest SMS rates in Norway, and wanted their brand to be more strongly assosciated with SMS, amongst young people.

Everyday thousands of text messages are deleted. Gone forever.

We learn alot about earlier generations by reading their correspondence. Charles Dickens left behind hundreds of letters for us to study. But who is saving J.K. Rowlings text messages for future generations? What is the funniest or most boring text message ever? Did a text message change the world? These questions led us to the solution. Have people think of Tele2 everytime delete an SMS: 'Is my textmessage good enough to be conserved?'

The museum opened only 14 days ago, but so far it has received more than 6000 text messages from people all over the country. The messages have received more than 25 000 ratings and hundreds of comments. The mediacoverage has been overwhelming considering that it is a campaign about SMS. The museum has been covered on television, radio, newspapers and blogs in several different countries. If the trend continues it might be one of the most visited museums in the country.

The physical version of the museum will open downtown Oslo this coming summer Best of all, we have actually made a campaign that can last forever!

Nobody sends more text messages than Norwegians. That means nobody deletes more text messages than Norwegians.

A museum for SMS was not only extremely relevant, but also great news since there didn´t already exist one worldwide.

Tele2 is the challenger in the norwegian telecom-market. They have the lowest SMS-rates, but competitors often spend alot more money on SMS-campaigns. Our aim was therefore to make a campaign that could exist for a long time. Or like a museum...forever.