2. LOVE BRANDS

3. IDEA
6° of separation
Everybody is part of
Telia Family
Share Telia DNA

4. CONCEPT IDEA
Give Telia’s customers
opportunity to explore
their own heritage

5. CAMPAIGN
A 4-Stage Campaign

6. Telia's history through storytelling
STAGE 1 - BRAND AWARENESS

7. Employee swabs
STAGE 1 - BRAND AWARENESS

8. STAGE 2 - DNA COLLECTION
Find your own heritage

9. STAGE 2 - PR

10. STAGE 3 - LIGHT INSTALLATION
Everybody is part of Telia DNA

11. STAGE 3 - GEO-FENCING SMS

12. “You are part of something bigger”
STAGE 4 - REVEAL OF TEST RESULTS

13. Telia awareness
Telia loyalty
Telia differentiation
Love brand
Telia community
EFFECT

14. THANK YOU!
Sarune Trinkunaite
Anna Kozlovits
Lisa Nielsen
Liliana Velikova
Christina Karger

18. Telia has long brand history
Trendwatching:
Interest in ancestry and brand heritage
Engage target group
Become ‘love’ brand
SITUATION
OBJECTIVES

19. Use new digital platforms: Geo-fencing, CRM,
events, Social Media etc.
Differentiate: Storytelling
Build Loyalty: Multiple touchpoints, Offer to
explore consumer's own heritage
STRATEGY