Challenge

Tele2 wanted to introduce a new character into all its campaigns, a black sheep (subsequently named Gregor), building on the Croatian saying “I ovce i novce” (both sheep and money – similar to “to have cake and eat it too”); Gregor is obsessed with low prices.

The task was to integrate Gregor into all aspects of digital communication, in order to awaken interest and brand awareness. By creative devices the goal was to take Gregor beyond online presence.

Solution

We’ve decided to create a series of events through which Gregor could be introduced to the public.

In the first, teaser phase, there are articles popping here and there about “black sheep”, in newspapers and on web portals, anonymous banners, viral seeding, as well as a microsite for the black sheep search, getting the users involved more and more.

Then the Black Sheep’s identity was revealed: first there were countdown banners, then an online press conference “live” video. And so the public got to meet Gregor.

Then Gregor got integrated into Tele2 web site, he got his Facebook profile, his fans and FB apps, as well as a Youtube channel featuring his videos and his commercials.

Results

Tele2 Facebook got some 11 200 new likes since the campaign started. The banners had a CTR way over the Croatian average. The number of Tele2 FB fans went over 60 000. During 5 months the YouTube channel’s number of visitors grew 28 times! Top of Mind Ad awareness went 3 times higher. 

Subsequent growth of Tele2’s market share in Croatia was highest ever.