Telenor is a Scandinavian Telco who works with the advertising concept “Människor Emellan” a Swedish saying that directly translates to “Between people”. With this idea we bring the concept to life and help people stay connected to their loved ones, even after they pass away.

Their mission is to bring people closer together through their services. The brief was to create a brand activation to establish their mission and increase their relevance in the market. The film is the main asset for the campaign and our way of dramatizing the situation where our new service comes in hand.

In the film we follow a man, Mattias, throughout his life. The film begins with him around 32 yrs, looking into his refrigerator. He spots a package of milk, which triggers a thought. We hear a voice message play. "Hi, it's Mom. Can you pick up some milk on your way home? The red one. Love you."

We cut back in time. Mattias is now 18. We hear the same message play as he picks up milk at the store. We then get the feeling that mom is no longer with him. We continue following Mattias through life. He studies for his driving test, looks for a job, meets the love of his life, gets married, and has a child. Throughout the journey, he’s comforted by his mom’s message.

In the end, we are back in the present day and Mattias plays the message to his daughter.

In a highly competitive and generic category, Missed Calls gained wide attention with 3,2M in earned reach on the Swedish market (10M citizens). Liking of the campaign is 50 percent higher than benchmark in the category and people showed a huge interest with a View Thru Rate that was almost seven times higher than benchmark on Meta and the most important result is that Missed Calls really touched peoples hearts which led to an increase of brand consideration by 14 percent.

Campaign results
PR reach 3 220 000 (Goal: 1 000 000)
670 % higher view time on Meta than benchmark (Goal + 100% compared to benchmark) 

Liking + 54 % compared to benchmark (Goal +22%)
Brand consideration + 14 %  (Goal +6%) 

Every day, 65,000 voice messages are left with Telenor's customers. Messages that often don't have any special significance until you’ve lost the one that sent it. Many testify that the messages become very important in these cases, and we have found that it is not unusual to keep old phone plans just to save those important last words. And latest research shows that when we’ve lost someone we love, their voice can help us in our grieving process. We have developed a service targeting this group specifically.