Only one out of ten startups survive long term. Often, the problem for failing companies is too much focus on the business idea, instead of basics and essential functions. In 2018 the Swedish telecom company Tele2 wanted to show their capacity to serve both small and big businesses. They needed a concept that broke the image of them as a stereotype, price-pressing mobile operator. In short: a reliable solution and a new storytelling voice – broad enough to attract businesses in general.
The basic premise was that customers did not know about Tele2's business solutions. Just to inform about the new products would be both difficult and perceived as non-credible, when the sender was seen as a "low price mobile operator". They needed to show their expertise as a supplier of business solutions for companies. Briefly explained: they sought a reliable solution and a new storytelling voice - wide enough to attract businesses in general. The goal was to strengthen Tele2's market position and make them supplier number 1 in IT and telecom solutions for companies. We needed to create a campaign concept where Tele2's offer was valuable, without being explained in detail. A real, involving solution that took a broad grip around entrepreneurship.