Telenor: Who's your family now?

In a market saturated by family cell phone plans, Telenor wanted to convince subscribers to join its family plan.

Telenor: Who's your family now?

Rapp Collins DDB

ENTRY INFORMATION

Category: Communications/UtilitiesCountry where program ran: NorwayDate program started/ended: November 2007

Product Description: 'FriFamilie'/'FreeFamily' is a family-solution for the mobile phone-market, where members of a 'family' can call and send text-messages to each other without any costs. The group can have 2 to 7 members (including one fixed line-number). It is free to sign up. NB! All members must have a Telenor-account.

Advertiser/Client Name: TelenorMedia Channels: DirectMail

STRATEGY

Marketplace Challenge:

The marketplace for family-solutions in Norway today is extremely mature. The first...

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