”We had discussed for a long time how to reach out in editorial environments without talking just about technology and price. The idea presented to us was to create an interaction between Glocalnet and bloggers by creating a Swedish blogging championship. The competition became a huge success and impacted the entire Swedish blogosphere. We maximized the concept in all our channels, from customer service to our website and telemarketing. An honorary award was advertised, which was entirely aligned with our brand. In the end we received a lot of editorial coverage and the success of the project exceeded our expectations.”
Sofie Struwe, Communications Manager, Glocalnet
Client: Glocalnet.
Concept name: Blogg SM.
Alliance/ partner: RIX FM.
Project group: The Ida P Company: Project lead, creative idea, and partner integration. Garbergs and Wisely: Print and web production. Hill & Knowlton: PR. K2 Analys: Results analysis.
Assignment
Create a nationwide and integrated campaign in a medium where PR and blogging were the focus. The goal was to highlight Glocalnet’s mobile broadband and core values while increasing consumer ”likes” during the campaign.
Campaign set-up
The highlighted product during the campaign was Glocalnet’s mobile broadband. The product was loaded with additional value for consumers: when they signed up for mobile broadband they received a bonus consisting of an overnight stay at a hotel in a rural environment. To reach consumers with the message “Glocalnet = mobile broadband” and ”Glocalnet = cheap and smart”, we partnered with one of Sweden’s biggest radio stations, RIX FM. To increase consumer awareness about Glocalnet products, listeners could compete daily to win a mobile broadband subscription. Listeners could also qualify for a final with the opportunity to win even better prizes, the finalists were voted for by listeners until a winner was selected.
The first prize consisted of an attractive media package where the blogger could advertise their own blog. Every day, runners-up were also selected for a separate prize that transformed into Glocalnet’s own honorary award. It was an award to bloggers who just needed a small push in the right direction. To further push Glocalnet’s mobile broadband, RIX FM hosts blogged using mobile broadband during the campaign, and Glocalnet’s CEO appeared in the studio to launch the competition and help pick the winners. Glocalnet’s sales division also held a sales competition, and Glocalnet’s own channels, such as their website, voicemail and online advertising, were also integrated. This was truly a 360 degree concept with content going out on different platforms.
