Smartphones and internet has changed our world, and our lives. Pretty great. So why did we only talk about the amount of time we use our screens? Up until now, that is.
Smartphones and the internet has changed our world and our lives. Does that mean that we should be grateful to the companies that provide us with these revolutionary devices and services?
Not at all. We just want it all to work, at all times and cheaply.
The Telenor group is one of the world’s largest mobile network operators. A lot of their communication naturally revolves around deals, functionality and products. Given that they are the providers of this almost essential commodity, could Telenor do more?
Matter was assigned to create a strong and long-term content initiative for Telenor Sweden. A concept, relevant to families of all kinds, that could engage and activate modern careerists through engaging and relevant content.
We started with two insights:
1. What we do with our screens is a hot topic in every family.
2. But often the conversation starts and ends on the amount of time we – or our kids – spend on screens. ”Screen time” has millions of hits on Google.
We felt a need to take the next step. From ”Screen Time” to ”Screen Life.” Nobody is forcing us to spend all that time on our screens. We do it because it’s fun. Because we learn stuff, get inspired and communicate with real people. We read Dostoyevsky, buy shoes, do Tabata and watch cute cats. Because we like it.
The content initiative Skärmliv (Screen Life) explores amazing digital experiences. Offers useful tips, and personal stories, that can help improve our screen life.
In the video launching the concept, young youtube stars explain how grown-ups don’t understand Youtube (just like adults didn’t get pop, rock, punk, C64, skateboards etc.).
Involved in the activation, were also three popular Swedish podcasts, with personal talks on this topic.
In every editorial decision, Skärmliv secures a broad representation. Since all families are different.
Shared in Telenor’s social media channels, the authentic, character-driven stories from Skärmliv both generated significant engagement and drove traffic to the Telenor site.
The average time spent on site was 2:54 minutes, which beats the benchmark by far. The article featuring Swedish female gamer Swebliss generated 9 000 clicks, and the hero film inspired 172 shares and 1771 interactions on Facebook.
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