Idea:
As the first country in the world, Sweden as a country, got its own phone number. When people call it from abroad they get connected to a random Swede, and in the name of freedom of speech, they can talk about anything. Every phone call created a unique picture of Sweden.
The Swedish Number created immediate involvement all around the globe. The calls were coming in by the 100.000. And more than 34.000 Swedes enlisted as "telephone ambassadors". Major Media blew it up big, numerous called the number and spoke to random Swedes in live broadcasting on TV and radio.
Background:
Sweden is known for being an open country where people can speak their mind. And in the year 1766 Sweden was the first country in the world to abolish censorship.
So during the 250 anniversary year, when The Swedish Tourist Association wanted to make more people visit Sweden, they decided to give the outside world the uncensored truth.
The Swedish Number gave the control of the image of the country to the Swedes themselves. Nothing was censored or pre-arranged. In the name of freedom of speech - what ever opinion you may have, it matters.
In a digital world where people hide behind key boards, The Swedish Number created numerous of wonderful person to person meetings with Sweden and Swedish values in focus. By using something old fashioned and analog - a simple telephone.
The Swedish Number is open for anyone to call just by using a normal telephone, but only from abroad. Swedes register as "telephone ambassadors" simply by downloading an App.
Strategy:
The Swedish Tourist Association is an organisation with deep roots in Swedish tourism since 1885, running hotels and hostels all over Sweden. Their main objective is to develop tourism and to encourage both Swedes and foreigners to discover Sweden as a country.
The world is getting more uncertain, countries are shutting down ways of communication. The Swedish Tourist Association wanted to do the opposite - they wanted to sell Sweden with its peoples values and opinions, whatever they might be.
Since every Swede has his/her own perception of his/her country, every call becomes a unique description of Sweden.
On the web page theswedishnumber.com, you get the simple background, i.e. The Swedish Number film and statistics in real time regarding the campaign - number of calls, latest calling country, avarage calling time etc.
Execution:
The hub of the campaign was a tailor made sophisticated cloud-based switchboard. One of the largest in the world. The switchboard made sure that calls can only come in from outside Sweden and that it connects it to the next Swede in line to answer. That person is then moved to last in line.
If you have a Swedish phone number (+46) you can download The Swedish Number App from App-Store. Register your email and phone number, that's it, then you can start taking calls. The call shows up on your phone like a normal call.
Results:
The Swedish Number instantly spread rapidly across the globe. People from all countries found it on tens of thousands Live TV-Shows and News channels, Live radio shows, in newspaper articles, in blogs, on Twitter, on Facebook. Calls came in by the 100.000 and the Swedish people answering represented all parts of society - geographically, ages and opinions.
Nothing (ZERO!) was spent on bought media or seeding.
The results:
Total calls: 187.954
Swedish Phone Ambassadors: 34.069
No of countries calling: 186 (194 in the world)
Accumulated calling time367 days.
Longest call: 3h 42min
Total media impressions: 9.324 billion.
Media Value: 147 million dollars (US).