A successful re-launch of Telia X

With the launch of Telia X in 2019, Telia was the first to introduce unlimited data subscriptions, but competitors quickly followed suit. Both Telenor and ice invest more in media than Telia, so over several years, Telia has developed a textbook strategy to achieve "more for less" in a highly media-driven category. This strategy was fully leveraged when Telia re-launched Telia X in the fall of 2023.

Telia should theoretically lose the battle for "mental availability" with a steadily declining Share of Voice (SoV), ending 2023 at 14% compared to ice with 23% and Telenor at 29%. However, Telia has managed to perform well, thanks to a communication strategy that has been exceptionally effective and efficient. Over several years, the priority has been to build strong associations with the category driver "network quality," with a full focus on the rollout of 5G, where Telia has led the deployment.

With emotionally charged advertising broadly distributed, Telia communicated that "We are building Nor5Ge," and eventually that "Now 9 out of 10 can get 5G from Telia." When Telia made a strategic decision to focus on Telia X, they built further on the creative "place name concept" that conveyed the idea of getting 5G in the most incredible places (both in Hue, Ræva, and Hurra). Based on a strong creative concept developed by TRY and a well-developed media strategy, we linked the benefits of Telia 5G and Telia X to four relevant entry points and communicated them with emotional power and distinctive brand markers.

Campaign testing showed that this communication created very high attention and attention efficiency, strong branding, and high message comprehension. Most importantly, however, was the sales performance. In volume, Telia sold more subscriptions for lower investments than both the previous year and the period before the re-launch. When a Telia X subscription also has a higher value, more satisfied customers, and longer customer lifetime, the launch of Telia's best subscription ever also became the most effective and efficient campaign ever.