Sweden gives the world its phone number — call a random Swede

The Swedish Tourist Association turned the country into a phone number, connecting 187,954 callers from 186 countries to volunteer Swedes with zero media spend.

Swedish Tourist Association

创意是什么Give Sweden a real phone number: anyone abroad can call and be patched to a random Swede who answers — uncensored, unscripted, the country told by its own people.伤筋动骨

当时的题目

The Swedish Tourist Association wanted more visitors and a truer image of Sweden; the anniversary of the world's first abolition of censorship (1766) gave it a chance to prove the country's openness instead of claiming it.

它是怎么成立的

In April 2016, Sweden became the first country in the world to have its own telephone number. By dialing +46 771 793 336 from abroad, anyone could be connected to a random Swede who had volunteered to answer — a live, unscripted conversation about the country, its people and its opinions.

The Swedish Tourist Association launched the project for the 250th anniversary of Sweden abolishing censorship in 1766. Agency INGO Stockholm built a cloud switchboard that patched international calls to 'telephone ambassadors' who registered through an app; after answering, each Swede moved to the back of the queue. Nothing was censored, nothing was rehearsed, and not a single media placement was bought.

The stunt became global news within days: nearly 10,000 calls connected in the first days, and by the end of the two-month run 187,954 calls had come in from 186 countries, adding up to 367 days of conversation. The campaign earned 9.324 billion media impressions and roughly $147 million in media value — all from an idea that cost almost nothing to run.

妙在哪

It replaced polished destination advertising with unscripted, real conversations, which made it instantly believable
The telephone — an old, analog medium — stood out against digital campaigns and was irresistible news
Giving citizens the microphone made every call unique and turned ordinary Swedes into the brand
Zero paid media meant the entire effect was earned, keeping the budget risk tiny

做出来什么

187,954 calls from 186 countries, 34,069 volunteer ambassadors and 367 days of accumulated conversation, all with zero paid media; the campaign generated 9.324 billion media impressions and an estimated $147 million in media value, and won a Gold at the London International Awards.

可以借走的

A country's most honest sales pitch is its own people: give the audience a real, unscripted human connection and the story distributes itself.

后来

The number was switched off after its two-month run, but The Swedish Number became a reference case in nation branding: it won Gold at the London International Awards, was named Sweden's best PR campaign of the year, and joined the country's earlier @sweden Twitter experiment as proof that handing the brand to the public can out-earn traditional tourism advertising.

资料来源

发现哪里写错了？告诉我们。

轮到你了

你刚读完一个点子。把你手上的题目说出来，看看谁接过同样的题。

免费账号 · 3 次免费提问 · 不用绑卡