To raise the market position of TeliaSonera International Carrier (TSIC) in the tough US market – and with a limited budget. The task for Hilanders was to dramatize the importance of a direct connection to the Internet backbone – in a market where this type of service was often seen just as just a commodity.
At the end of 2014, TSIC had 1300 customers, of which 238 were in the US, and had global sales of SEK 6 billion.
The US campaign had three main goals:
- Increase sales by 10% and gain 25 new customers
- Go from third to second place in Dyn’s market position measurement, based on the number of connected companies
- Increase awareness (Nov 2013 awareness level: 3.98 on a 1–7 scale)
We developed a campaign that portrayed what TSIC does from the point of view of end-users. This included a film “The Spoiled Generation”. Within a few weeks, we had over 100,000 views, and a lot of coverage in media and social media.
A key focus was to target growth areas such as gaming. Online gamers are one of the most active groups, and many in the target audience were gamers themselves, or had been. Connecting the campaign to gaming enabled us to get good spread via gaming communities.
Sales increased by 20% (target: 10%). 65 new customers were added (target: 25), and TeliaSonera International Carrier climbed from third to first place in Dyn’s market position measurement (target: second place). Awareness increased from 3.98 to 4.48 (on a 1–7 scale).