Mobile operator Tre is not known for its network coverage. Quite the opposite, in fact. Many believe in a myth that Tre only works within city centers. The truth is that Tre has invested intensively in its network, which now covers 99.3% of Sweden's population. Therefore, Tre needed to challenge this myth and increase awareness of its actual coverage. Not least among the younger, digital generation who are to become tomorrow's Tre customers.
So, a clever strategy was created that literally involved taking mobile phones out of the cities, to places where no one would believe Tre has good coverage. The idea was named "Mobilscouta" (Mobile Scouting). A live-streamed geography game that put mobile phones and coverage at its center. A mix of the phenomena of geoguessing and slow-TV with its own unique twist:
On three occasions, three Fridays, a brand-new Google Pixel 8a was placed in a secret location and began live-streaming on Instagram. The viewers' mission? Guess the correct location in the broadcast or be the first to rush there – to win the phone.
To increase the excitement, we invited the comedy trio Random Making Movies, who led the broadcasts, interacted with viewers, and provided more clues.
Results
By combining geoguessing with the unpredictability of the live element and creative influencer marketing, we created a unique and engaging campaign. The risk of technical glitches or no one finding the phones was constantly present, but it was precisely that which contributed to the excitement and authenticity.
Tens of thousands of people followed us in the broadcasts, and guesses poured in. Eager participants rushed to our hiding spots. Regardless of whether it was a nature reserve on Björnö, a beach along Lake Vättern, or a rocking campsite along the coast of Blekinge.
With Mobilscouta, Tre succeeded in educating its target audience about how their network extends far beyond the major cities. As an added bonus, sales of the Google Pixel phones that fronted the campaign increased.
