Smart Strategy, Big Heart

Mycall, a niche mobile operator serving Norway's immigrant community, faced an uphill battle in a fiercely competitive telecom market. With a limited budget against larger rivals, they were being squeezed by low-cost operators attracting their price-sensitive customers. Mycall’s traditional focus on affordable international calls was losing relevance as data usage surged, leading to customer churn and declining sales. The core challenge was to strengthen the brand's emotional connection and prove its value beyond price, to reverse these negative trends without resorting to tactical offers.

Mycall identified a powerful insight: immigrants’ stories were significantly underrepresented in Norwegian advertising. This sparked the idea to create an emotionally resonant campaign that would make this community feel truly seen and understood. Leveraging "Advanced TV," a technology allowing digitally segmented BVOD (Broadcast Video on Demand) spots, they combined the emotional power of the big screen with precise, cost-effective audience targeting in postcodes where their audience was overrepresented. A high-quality brand film was developed addressing a relatable challenge – intergenerational language barriers – culminating in the powerful tagline: "Share more. Pay less."

The campaign's impact was outstanding. Communication metrics soared, achieving 59% positive liking and an all-time high on engagement. A remarkable 55% of respondents reported an improved impression of Mycall, and 27% became more likely to consider the service. Crucially, business results followed: new SIM card sales increased by 7% weekly during the campaign, and direct customer churn dropped by 17%. These significant gains were achieved without any tactical price offers, validating the brand-building strategy. The positive effects proved lasting, as post-campaign weekly sales continued to rise by over 10% year-to-date.

Mycall was awarded with Gold in Mediastrategy in Mediaprisen 25, Gold in Gullskjermen 25 for Best new player and Bronze in ANFO Martech Awards for B2C