Super 4G Campaign: Tele2

Swedish telco creates online ‘emotional reality’ experience

October 25, 2016

Tele2 has launched the first of nine immersive live videos that give viewers the chance to experience the world through the eyes of various interesting people.

The first film in Swedish telco’s series takes a tour through a day of making ‘shitty robots’ with YouTube celebrity Simone Giertz (who is famous for her robotic antics). Other participants range from investment company executive Christine Stenbeck to body bio-hacker Amal Graafstra.

 

The videos, which support Tele2’s Settle for More campaign, were created with Edelman Deportivo in Stockholm.

Incorporating a feature the agency is calling ‘emotional reality’, the content goes further than just livestreaming footage from a camera attached to their helmet, as each celebrity’s pulse, sweat and brain activity is also monitored. All the data is analysed in real time to determine their emotional state, which is then displayed to the audience using various colours (red for anger or fear, green for calm, yellow for happy, etc.).

If the celebrity is concentrating on something specific, the centre of the screen will begin to get more focused, and if their heart rate spikes, a visualisation of their pulse will appear on the screen.

Up to 5,500 people can watch each 30-minute livestream at once. They can pan around the 220-degree view from the camera and give positive feedback by clicking an on-screen button, which will play an applause sound effect through the celebrity’s headphones.

Once the livestream is over, the video will remain on the Settle for More website.

CONTAGIOUS INSIGHT

By using its own 4G network to livestream immersive experiences around the world, this telco not only proves the efficacy of its products, it also connects itself with nine people who embody its brand positioning of not being restricted by boundaries.

CONTAGIOUS INSIGHT

 

Intriguing individuals / The nine people involved in the project aren’t celebrities in the traditional sense – except House of Cards actor Joel Kinnaman – but they are all individuals who have a significant following because they are doing intriguing things. Leo Sewell is an American ‘found object’ artist, Noor Daoud is the only female drift racer in Palestine and Mike Pohjola is a big name in live action role-playing circles.

Each of these people embodies the idea of not settling for the traditional path, which is the foundation of Tele2’s Settle for More campaign.

The 30-minute livestreams also cover a large variety of experiences, ranging from the more social side of life with YouTube robotics star Simone Giertz, to the more business end of things with an entrepreneurial session with big time exec Christina Stenbeck. This backs up Tele2’s positioning as being for both work and home. It also links back to the ‘Maxa’ offer that is at the centre of the Settle for More campaign, which provides 100GB of data and nine extra SIM cards to cater for people who need connectivity across many devices.

Product demo / According to the agency, every 30-minute session will be conducted using the Tele2 4G network, proving the capability of the network. ‘The purpose of the digital experience is to serve as an evidence that you can connect just about anything today,’ says Edelman Deportivo CEO Mattias Ronge, explaining how each element of the campaign was included to show ‘the possibilities of connectivity’.