Several years have passed since Telenor last communicated about its network in an ad campaign. This, however, doesn’t mean the lack of development. Just on the contrary. Driven by its strong commitment to making mobile internet available to all, Telenor keeps developing its network on an ongoing basis. Its latest campaign launched in February focuses on customers and their use of Hipernet rather than bits and bytes. The campaign’s slogan also reflects customer-centricity: “You can be anything, #Hipernet keeps up with you”.
“Having a well-functioning network is a basic requirement. The things our customers use this network for is what’s really exciting. This is exactly what we want to talk about”, said Péter Civin, Telenor’s Brand and Marketing Communications Director. “We don’t tell our customers what to do. We do not push our ideas on to them. We just allow them to be themselves and if we find something exciting or funny, we enjoy it together. It is especially interesting when something becomes part of your life in a subtle way that you don’t even realise it. It is no longer a big thing, for example, if you share a photo of your lunch with all your friends or show the whole world how your daughter first plunged into the water at the swimming pool. As for Hipernet, all you need to know is that it’s a very decent network indeed.”
“The campaign builds on the new tone introduced with the communication of our Telenor Hello Data tariff. It aims to show the real-life experience and life paths of real people”, said Tímea Cséky, head of the communication team responsible for the campaign. “The feedback confirms that people appreciate when a brand communicates with them honestly instead of showing them a magic mirror.”
The campaign is as versatile and complex as the underlying online communication. Its tone is sometimes funny, sometimes thought-provoking, but it is always very real. It features three opinion leaders who shared their passion with a wider audience through the internet. These opinion leaders include Domi Suri, owner and confectioner of The Bake Shop, Márk Hordós, pioneer of the Hungarian street workout movement, and Galactic Jackson, DJ-producer. They are great examples demonstrating that you can really be anything in the online space using digital tools.
Besides the mix of tools supporting a traditional integrated campaign, in the second phase of the campaign Telenor will organize various events and social media activations involving opinion leaders and customers.
The concept was developed by DDB Sofia, while the campaign idea was localized and rolled out by Artificial Group. Artificial Group has been Telenor’s local ATL agency since early 2018. This is their first project with Telenor’s marketing team.
The current TV spot of the campaign: http://bit.ly/tntvc1
The next spot to be on air from 22 February: http://bit.ly/tntvc2