The Swedish Number

Last updated
The Swedish Number
The Swedish Number logo.png
Mission statement "spark people’s curiosity about Sweden," to "connect people in troubled times," [1] and to recruit more people to the tourist association. [2] [3]
Owner Swedish Tourist Association, Intelcom, INGO Stockholm, the Swedish Institute, and Visit Sweden (left)
CountrySweden
EstablishedApril 6, 2016 (2016-04-06)
DisestablishedJuly 25, 2016 (2016-07-25)
StatusEnded
Website www.theswedishnumber.com

The Swedish Number was a tourism campaign that included a phone number to call Swedes that volunteered to participate. It was released on the 250th anniversary of the removal of censorship in Sweden, [4] by the Swedish Tourist Association, Intelcom, INGO Stockholm and the Swedish Institute.

Contents

History

The campaign was in development for 2 years. [5]

On April 6, 2016, [6] [7] the Swedish Tourist Association along with Intelcom, INGO Stockholm, and the Swedish Institute released the campaign. [8] Near a month before the campaign released, Visit Sweden left development. [5]

The date when the campaign was supposed to end on was June 6th if it didn't find a sponsor for the amount of money for maintaining the campaign's calls, [9] but on July 25th, campaign ended. [10] [11]

Overview

The campaign consisted of a phone number, to call random Swedes who signed up to be called on a website. [12] In order for a caller to have a call, the Swede on the other side must accept the call through an app, [13] [14] and requests for calls only go to people who enable calls to go to them. [15] Before the caller gets a response, a synthetic voice will say "You are calling Sweden, you will soon be connected to a random Swede somewhere in Sweden." [16] [17] [18]

The campaign reportedly had ~11,000 calls [15] With most of the calls coming from the United States, Turkey, and the United Kingdom. [18] [15] [14]

Reception

Multiple sources note that this is the first phone number for people from a specific country. [note 1]

One year after the campaign started, UNICEF, and Forsman & Bodenfors created a spinoff named "The Syrian Number," in reaction of to the popularity of the campaign, and the Syrian civil war. [20]

Accolades

List of awards and nominations
YearAwardCategoryResultRef.
2016 2016 Clio Awards InnovationWon [21]
DirectWon
Cannes Lions 2016 DirectWon [note 2] [22]
InnovationWon [note 3] [23]
Engagement/Experientialbronze [24]
Public RelationsShortlisted [25]
2017 2017 One Show Mobile AdvertisingWon [note 4] [26]
User-Generated Contentsilver [27]
Innovation in Directgold [28]
2017 Effie AwardsLeisure & Lifestylesilver [29]
The Digital Dozen: Breakthroughs in Storytelling AwardsN/AWon [19]
2017 Echo AwardsBest campaign under 250,000 dollarsWon [30]
Transport and hospitalityWon
Best use of mobileWon
Best use of ExperientialWon

See also

Notes

  1. ↑ Sources are: [8] [10] [12] [14] [19]
  2. ↑ Won Grand Prix.
  3. ↑ Won Grand Prix.
  4. ↑ Won The Best In Discipline Pencil.

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References

  1. ↑ Horton, Helen (April 7, 2016). "'Call a random Swede' - We tested the Swedish tourist board's quirky new initiative". The Daily Telegraph . Retrieved January 25, 2024.
  2. ↑ Ritter, Karl (April 7, 2016). "Sweden invites world to call 'random' Swedish citizens on new hotline". Global News . Retrieved January 27, 2024.
  3. ↑ "A Random Swedish person is waiting to take your phone call". New York Post . Associated Press. April 7, 2016. Retrieved January 29, 2024.
  4. ↑
  5. 1 2 Winberg, Yasmine (August 7, 2017). "Spelet bakom The Swedish Number – hoppade av månader innan lanseringen". Resumé (in Swedish). Retrieved March 15, 2024.
  6. ↑ Brokaw, Alex (April 9, 2016). "I called Sweden's new national number to talk to a random Swedish person". The Verge . Retrieved January 19, 2024.
  7. ↑ Trembath, Brendan (April 8, 2016). "The Swedish Number: You can now call Sweden and chat to a random Swede". Australian Broadcasting Corporation . Retrieved January 23, 2024.
  8. 1 2 "Sweden Creates the World's First Telephone Number For the Country". Marketing Communication News. April 18, 2016. Retrieved January 20, 2024.
  9. ↑ Chokshi, Niraj (April 8, 2016). "'Hello, Sweden speaking': Official hotline connects you with a random Swedish resident". The Washington Post . Retrieved February 27, 2024.
  10. 1 2 Wittig, Rob. "CHAPTER 9. GAMES, ROLE-PLAY, AND NETPROVS IN THE REAL WORLD". Netprov. Amherst College Press. pp. 189–190. doi: 10.3998/mpub.12387128 . ISBN   978-1-943208-29-6. JSTOR   10.3998/mpub.12387128 . S2CID   245087341 .
  11. ↑ Camilleri, Mark; Campoverde, Beder; Alves, Gisela; Chan, Chung-Shing; Coelho, Arnaldo; D'Auria, Anna; Dedeoglu, Bekir; Corte, Valentina; Di Caprio, Veronica (December 4, 2018). The Branding of Tourist Destinations: Theoretical and Empirical Insights. Emerald Group Publishing. doi:10.1108/9781787693739. ISBN   978-1-78769-374-6.
  12. 1 2
  13. ↑ Burke, Michael (June 22, 2016). "Want to call a random Swede? Better hurry, because time is running out". USA Today . Retrieved January 18, 2024.
  14. 1 2 3 White, Daniel (April 8, 2016). "You Can Now Speak to a Random Swedish Person on the Phone". TIME . Retrieved January 18, 2024.
  15. 1 2 3 Davidson, Helen (April 8, 2016). "Sweden launches Phone a Random Swede hotline - but don't mention the chef". The Guardian .
  16. ↑ Weller, Chris (April 8, 2016). "Sweden now has an official number you can call to talk to random Swedes". Business Insider . Retrieved January 30, 2024.
  17. ↑ Weaver, Hilary (August 2, 2016). "Watch Alicia Vikander Call Random Swedes". Vanity Fair . Retrieved February 18, 2024.
  18. 1 2 Victor, Daniel (April 8, 2016). "'Calling Sweden. You Will Soon Be Connected to a Random Swede, Somewhere in Sweden'". The New York Times . p. 4. Retrieved February 27, 2024.
  19. 1 2 "THE SWEDISH NUMBER". Digital Dozen. Retrieved January 24, 2024.
  20. ↑ Beltrone, Gabriel (March 14, 2017). "Swedes Are Asked to Call 'The Syrian Number' in Sobering Spinoff of 'The Swedish Number'" . Adweek . Retrieved February 1, 2024.
  21. ↑ Nudd, Tim (September 28, 2016). "REI's #OptOutside, The Swedish Number Each Win a Pair of Grand Clios" . Adweek . Retrieved January 24, 2024.
  22. ↑ "Succé för The Swedish Number – INGO vinner sitt första Grand Prix någonsin" [Success for The Swedish Number – INGO wins its first ever Grand Prix]. Resumé (in Swedish). June 21, 2017. Retrieved February 23, 2024.
  23. ↑ "The Swedish Number". Clios . Retrieved March 11, 2024.
  24. ↑ "The Swedish Number". Clios . Retrieved March 11, 2024.
  25. ↑ "The Swedish Number". Clios . Retrieved March 11, 2024.
  26. ↑ Kelly, Alan (May 16, 2017). Best Of Discipline Mobile Alan Kelly (Video). The One Club for Creativity – via YouTube.
  27. ↑ "THE SWEDISH NUMBER". The One Club . Retrieved February 5, 2024.
  28. ↑ Langseth, Tove (May 16, 2017). Best Of Discipline Direct Marketing Tove Langseth (Video). The One Club for Creativity – via YouTube.
  29. ↑ "The Swedish Number". effie. Retrieved February 29, 2024.
  30. ↑ Nilsson, Thomas (October 9, 2017). "Elva svenska priser i Echo Awards" [Eleven Swedish prizes in the Echo Awards]. Resumé (in Swedish). Retrieved March 17, 2024.
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