Telia Flex: Service that Sells

OgilvyOne

Entry Information

Category: Communications/Utilities
Country where program ran: Denmark
Date program started/ended: October 2009

Product Description: Telia Flex is a mobile subscription that consists of voice, sms and data packages of various sizes, which the customer may combine as he/she chooses. This means that the customer also determines the final price of his/her subscription.

Advertiser/Client Name: Telia
Media Channels
E-Mail and Instant Messaging

Strategy

Marketplace challenge:

There's a battle for mobile phone customers. The Danes often change their mobile phone suppliers. The price of the subscription is usually the decisive factor for their choice. That's why the companies within the industry experience a great leave of customers – and it requires an extra effort to keep customers.