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Telenor make true brand ambassadors via mobile

Positioning a brand is about using all available channels to come through with who you are! Telenor Sweden acknowledges that employees are a real asset and an important touch point towards the market. This is where the idea Live The Brand and the creative work started...

education, mobile learning, mobile web, production, sms

Give employees “hands on” experience by mobile interaction
Telenor had in it's thorough brand strategy outlined four pillars building the fundament for the strategy. In a workshop MORE was briefed on these focus areas and a number of business managers gave input on what “learning points” they found most important for the mobile learning program.

Story-board developed around Sören
Based on input MORE could start developing the training program. The creative story was built around Sören – an entertaining character being used in Telenors TV commercials.  Two exclusive Sören films where produced to put some extra flavour to the program.

The program ran over three weeks. Monday through Thursday participants were exposed to a situation – a question and three alternative answers. Every right answer was awarded with 100 points and a high score list was updated in real time. Every Friday a weekly Quiz was run. Questions should be answered as quickly as possible ...unfortunately some owners of “slow handsets” found it a bit unfair... anyhow the winners could celebrate nice prizes. Main prize was to participate in the next real Telenor TV commercial together with Sören.
Storyboard sat premises for the technologies
The program was kicked off by a phone call from Sören to create some extra motivation for what was coming. In addition to recorded voice messages sms, mobile web sites and video was used to pull participants through program.

Recruitment is key
Key element in mobile training programs is the recruitment period. Participants shall volountarily opt-in. The program was marketed in different channels such as sms, e-mail from CEO, meetings and intranet (but the most efficient channel was posters on all restroom doors!). In total 65% of Telenor employees opted-in. Of these 75% participated actively through the whole program.

Results
95% happy or very happy with training program
60% better or much better knowledge of Telenor Brand Plattform
94% think mobile is great tool for these type of training
Read more
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