Help Britta

Background

• To create a more positive image in a market with constant and intense competition.
• To create a broad-based campaign with easy access to participation.
• To make it seem not too large a leap from having fun with Claus and Britta to giving e-mail permission to being contacted by TDC.

Target Group

All of Denmark, particularly existing TDC customers.

Campaign Goals

• To ensure 20% of target would get a more positive attitude to TDC.
• To get a good number of active participants in a song contest on Facebook: Index 100.
• To attract many new ”likes” of Claus & Britta: Index 100.
• To obtain new e-mail permissions: Index 100.

Idea

TDC is the largest telecoms company in Denmark.

They wanted to strengthen the emotional connection consumers have with the brand.

Nudists Claus and Britta were already known to people in Denmark through their commercials for TDC and were a significant asset.

The campaign idea was based around the couple’s  25th wedding anniversary. Britta wanted to declare her love for Claus in a song. The hitch was, she couldn’t find a rhyme for ”svagstromsingenior” (communications engineer).

So she looked to Facebook for help. Traffic to Facebook was generated by internet banners and e-mail newsletters and via radio spots with Britta rehearsing her song. Facebook friends could suggest a line for the rhyme and could vote for the suggestions of others. Both actions would enter the participants in a draw for ten telephones.

Britta received 10,000 ideas for rhymes and the competition was rounded off by Britta singing the song with the winning line ‘Jeg blev brud kun ifort slor’ (I was married in a veil sheer). A bridge was forged between Britta’s song and TDC’s more product-related messages by letting the flow of e-mails about the song contest gradually turn into more ordinary e-mails.

Results

• 34% of respondents got a more positive attitude to TDC.
• The number of active participants in the Facebook song contest: Index 121.
• New ”likes” of Claus & Britta: Index 184.
• New e-mail permissions: Index 97.

This performance was a way ahead of the competition, showing how even a large business enterprise can use social media to improve their image. And it did the job in a really entertaining manner. It engaged 10,000

Danes sufficiently for them to help Britta write her love song. It led to a huge hike in the number of ‘likes’ - though you can always discuss the particular value of this. But in this context it was quite an achievement to get so many people to indicate a positive attitude to the company. At the same time, it was inspiring to see the synergy between the various media that the messages encompassed.

Britta and Claus were already known to Danes from their TV commercials for TDC.

1. Traffic was generated by radio ads, banners and through e-newsletters.
2. On Britta’s Facebook page, there was a competition. Write a rhyme for ‘communications engineer’ and win 10 phones.
3. 10,000 Danes uploaded their suggestions.