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Jasper Hein Nordling
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The Sound of Europe
Tele2

  • Strategy
  • Concept
  • Film production
  • Digital and motion design
  • Outdoor
  • Community management
  • Influencer outreach
  • Media relations

We united people across borders through the world’s first crowdsourced singing voice. Major media as well as people across invisible and visible borders – they were all united to take a stand for a more accepting Europe by being connected.

Brief
Our client Tele2 wanted to connect their mission to break norms and work for connectivity across borders. They also wanted to connect it to their sponsorship with Eurovision Song Contest 2016. Our mission was to create a campaign with the strategic platform in mind, and connect it to the renowned music competition.

Insight
The Eurovision Song Contest was founded in 1956 as an idea to strengthen the bonds across borders in Europe. To support peace and understanding. Today, Europe is seeing walls, dividing countries, sorting people by religion, sexual identity or color. Soon, the only thing reaching higher than these walls will be music.

Concept
We created the world’s first crowdsourced singing voice. United as one, people from all over the world got to sing yes for openness through a karaoke app featuring the song “One” – produced exclusively for Tele2 by Pontus Winnberg (Miike Snow). All proceeds from the song going to people in need through Radiohjälpen.

Results
The app was picked up by Apple and highlighted in the ”Best New Apps” section in App Store and the earned media reach was 50 million people. Nearly 3000 people from all over the world sang yes to openness, connectivity and love through the app – from Europe to Israel, Russia and the USA. Tele2 got a reason to speak about connectivity and openness in major media all over the world.

Execution

The app, available for iOS and Android, collected and merged the people’s voices and presented the song as it grew bigger in real-time on thesoundofeurope.com. The large Eurovillage featured several karaoke booths throughout the campaign period, attracting hardcore Eurovision fans from all over the globe. On the day of the grand Eurovision Song Contest finale, integration choir The Rockin Pots performed the song together with the crowdsourced voice on stage at Eurovision The Party. The song was later released on Spotify, Tidal, Apple Music and all other major streaming platforms, with all proceeds from the song going to people in need through Radiohjälpen.

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Project statistics

  • — Earned media reach of 50 million people
  • — The app reached #4 in the Swedish Music category, and ranked top 10 in many European countries
  • — Nearly 3000 people contributed with their singing voice through the app
  • — The app was picked up by Apple and highlighted in the ”Best New Apps” section in App Store

The project was highlighted internationally by Mashable, ABC News and Yahoo News – and in multiple major Swedish media: Twice in TV4 Nyhetsmorgon (one of Sweden’s major morning news shows), SVT (Swedish National Broadcast Television), Sveriges Radio (Swedish National Radio) and the biggest tabloid newspaper Expressen.