Ad of the Day | Telenor Sweden add dogs to their family plan

Ad of the Day | Telenor Sweden add dogs to their family plan

Mar. 19, 2018

To promote their family plan and stand out from its competitors, one of Sweden’s largest mobile  operator Telenor now make it possible to add the dog to their family plan, Telenor Family. The  dog is often considered a member of the family but had no use for a cell phone subscription,  until recently. Now you can call it, get notifications to your smartphone when it’s from a certain  distance from your home, and see its movements from the last 24 hours. 

The initiative was developed by Swedish agency Acne in an effort to stand out in a saturated  market. At the heart of the campaign is a “dog tracker” (GPS Tracker Minifinder) that uses a  sim-card to help you keep track of your dog through your smartphone.

Acne explains:

“In a generic market where offers from most operators are similar we wanted to  differentiate ourselves from the rest. With Telenor’s family plan you can add more than just  traditional family members, for example roommates, boyfriends and your grandmother. So we  thought; why not make it possible to add the family dog? Together with Telenor we developed  the concept ‘For everyone you call family’, with a big emphasis on everyone, and then set out to  find a suitable dog tracker.”

 

The campaign is all about the dog’s perspective and includes humorous testimonial videos of  how they feel about being part of the family plan. A customer service call center for dogs (in dog  language) will also be set up, where dogs who have questions about the family plan can call.  Telenor’s official website will even be adapted to dog language.

As Acne explains:

“All this is  because dogs should feel part of the big family decisions, and that includes getting a plan for the  whole family. Tracking collars for animals have been around for awhile, but in the context of  having the whole family, including the dog on the same plan, it becomes an emotional statement  that proud dog owners will hopefully be happy to talk about.”

 

The campaign is rolled out with a variety of tongue in cheek videos and posts communicating the  different campaign activities, mainly on social media.

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