In 2018, the Swedish IT and telecom company Tele2 wanted to show its capacity to serve all businesses. The company needed a concept that broke its image as a stereotypical, price-pressing mobile operator. It needed a reliable solution and a new storytelling voice broad enough to attract small and large businesses.
The basic premise was that most people did not know about Tele2’s business solutions. Just to inform about the new products would not be effective in garnering enough interest. Tele2 wanted to show its business expertise, strengthen its market position, and become IT and telecom supplier No. 1 for companies. Primarily, the company wanted to reach start-ups and decision makers in the area. And this needed to happen fast.
Bonnier News Brand Studio embraced this opportunity to show our expertise as a full-service agency. In collaboration with Tele2, Mediacom (media), Prime (public relations), and Åkestam Holst (advertising), we created the Tele2 Power 2 Your Business “End-Up” campaign.
Only one out of 10 start-ups survive long term. A common problem for the ones that fail is too much focus on the business idea instead of basics and essential functions.
Tele2 created the End-Up — basically a start-up in reverse — to demonstrate its ability to deliver a fully equipped, ready-to-go company, including an office in central Stockholm with everything from ergonomic furniture and eco-friendly coffee to effective policy and financial resources already in place, supported of course by the latest tech solutions from Tele2.
But this company was lacking one thing: a business idea.
Anyone with a great business idea was invited to send in an application, and one of them would be chosen as the CEO of the world’s first End-Up.
From there, we created a fully integrated campaign about the different parts of the End-Up and the competition. As an exclusive media house, we produced a customised content solution, distributed digitally on DN, Di, and Expressen and spread through Di’s social channels.
At the centre of the campaign was a TV series hosted by the Swedish comedian Måns Nilsson. As business ideas poured in, the TV programme was produced in real time. This was supported by in-depth written articles and audio content we produced for two of Sweden’s largest business podcasts (Digitalpodden and Startuppodden) and, of course, for Tele2’s own channels.
The End-Up winner, Max Mohammadi, was chosen from more than a thousand entries. His idea, Heartstrings, is a technology that detects heart defects in an early stage. Tele2 provided all the administration necessary to get his business started.
End-Up season 2 followed, where the audience got to see how things went for Max’s business and how Tele2 helped him optimise it.
The campaign idea differs a lot from what has been done before when it comes to business competitions. We created unique content that attracted attention on all Bonnier News platforms, and this was the first campaign on all of our big ones and our first real-time production.
We created a solution for the client that is equally entertaining and brand building. Full trust from all parties led to spot-on production and distribution, which put the audience and media spotlight on End-Up.
The campaign broke new ground and all set records. It strengthened Tele2’s market position far over their goal and grew it as a potential choice for companies. It was a dynamic success for a company operating in a relatively static market segment.