Telenor launches ‘Denmark’s Best’
In front of the sloping boards is a digital super user in the form of an animated, top-checked grandmother – presented as Denmark’s Best.
She must portray the feeling of freedom to experience all the good in the digital world and the security to dare. For what is safer than a grandmother?
Telenor is now presenting a new brand platform, which in future will convey the feeling of being a customer of the company. For some time, Telenor has built up a position around the themes of freedom and security by launching products such as MaxSpeed, NetSikker, Skærmskift and offering self-service via the My Telenor app and long opening hours in customer service at 7-23 Monday to Saturday. Now the telecommunications company comes on the scene with an entire advertising universe that must communicate the essence of this position – namely the freedom to experience and the security to dare.
It happens in the form of a grandmother. However, not just any grandmother, but an energetic, digital super user who, according to Telenor, is Denmark’s Best.
“Grandparents are equal to security. When you think of your best, it is often a safe image that you evoke. And when we in Telenor are proud of the security we offer our customers, we have created all of Denmark’s Best. Her digital life gives her more freedom – and that freedom is facilitated by security. In this way, we see that she can help us communicate how we combine a world-class Internet connection with value-based solutions that make it simple and safe to take advantage of all the opportunities that digitalisation offers, ”says Christian Hoffmann, CEO of the private market at Telenor.
A confident original in the lead
With ‘Denmark’s Best’, it is Telenor’s ambition to build a clear and attractive brand that customers like. She has been on the road for a while and has been tested by and corrected several times along the way. However, it has always been the plan to put a clear and distinctive character in front.
“Denmark’s Best is the grandparent the grandchildren love to be cared for. She streams series, goes into battle against ninjas in virtual reality with the rest of the family. She is happy to provide good grandmotherly advice on digital security. Like all other “Bests”, she knows that security creates the framework for freedom. Best loves to handle things herself via self-service solutions and is interested in how she can best protect herself from hackers and violations. She is energetic and can not be reconciled with a smashed screen, ”says Christian Hoffmann from Telenor.
And he explains further about the new galleon figure:
“Best is an animated character built in 3D and not a real person, because we wanted to create our own – a completely original character. With an animated character, we can include and combine all the things we love about our real grandmothers. In addition, an animated character gives us the opportunity to give Best some slightly crooked proportions: short legs, big head, huge hair – so that she becomes completely unique and gracious, “
The Danes will meet Denmark’s Best in the advertising block on flow TV, online, outdoor and in Telenor’s stores around the country.
Source: IT-Kanalen by it-kanalen.dk.
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