about tele2
The Tele2 assignment is one of F&B's biggest. Comviq was where it all started back in 1997.
Today Comviq is an extremely strong brand, especially among youth. It stands predominantly for different types of "pre-paid" in the Swedish market (pre-paid cards, for example). Low price is the given.
Tele2 offers the entire palette of mobile communications. Even here, however, it's all about being able to challenge with low price as the driving point. Tele2 is present in many markets, and especially in Eastern Europe, the expansion has been explosive. At F&B we're responsible for ad work in Sweden, Norway and Holland.
The pace is extremely fast, with activities focused on sales. But at the same time that Tele2 is pretty "here and now", they are also very aware of the value of a strong brand. As the consumer experience of Tele2's brand is mainly based from sales pitches, those must simultaneously build the brand. Simply said - the sum of the tactical becomes the strategic. To be successful with this approach we use very clear and well-established descriptions of Tele2's personality as a filter for all that we do. This includes the attitude we take toward different phenomena - technological developments, for example. Or, our own interpretation of different words, like "vision".
The campaigns take different themes and appearances but the goal is always to strengthen Tele2's position as the challenger.
The connecting thread in the communications then was "A lot of talk. Not a lot of money." That resulted in a long line of short films about the absurd consequences of really cheap telephony. When some years later the assignment expanded to include stationary telephone services and broadband, the idea was born to use the concept, "The company that brings you small bills." This concept has with great success been exported to a number of other countries, including Norway and Holland.
In the fall of 2008 it was time again. Frank was born. And suddenly a fairly big and diverse telecom company got a whole new, common denominator. A symbol and spokesperson that without even opening his mouth could interpret the company's soul and it's business concept. A black sheep...