Today, our world has become amazingly quick. Just one blink and you miss out on something. Everything happens in an instant. And Telenor doesn't want to keep the pace with this: it wants to set it. To set the pace in its services and its campaigns. Neo has helped with the latter. And not in any small way.
Snapchat, TikTok, Instagram Reels, YouTube Shorts are getting people more and more used to consuming short-time content. The effectiveness of the limited offers and campaigns lasting a few weeks or a just few days will rise sharply in the coming years. Telenor's NAGYONTE campaign ran for just 4 weeks. We had only this much time to communicate the speed of Telenor’s Hipernet. The time constraints of the campaign forced us to take a creative, no-frills approach to present the benefits of the great data speeds of Hipernet before the 5G era.
Target audience
We defined the target audience as potential or existing customers aged 30-49 years old with disposable income.The campaign was then divided into two main phases.
Strategy
In the first, demo phase, we worked with influencers who created different content on their own and Telenor's channels, where they presented the benefits of Hipernet in a creative and accessible form.
The second, activation phase also lasted two weeks. During this period, potential and existing customers were encouraged to share their own experiences of using Hipernet. This was done through a UGC-prize activation. This phase of the campaign ran mainly on TikTok.
Part of the campaign was the #hipergyorsan (#hyperfast) challenge created with two well-known influencers, who had the chance to learn a new skill from each other over a two-week period. For example, singer András Kállay Saunders taught Csaba Magyarósi how to sing, who – in return – showed the singer how to edit a video.
Results
The two main videos of the challenge propelled Telenor to the first and third place in the September domestic YouTube rankings, according to the social media analytics site Socialbakers. And finally, our campaign won two industry awards, including a bronze at the 2020 CMA (Content Marketing Awards) and another bronze at Influ 2020.
