The phrase “Telephone from Hamar” is well known to Norwegians. Norsk Tipping is based in Hamar, and getting a phone call from them means you’ve won a lot of money. We wanted to combine this with something that’s equally as important to Norwegians and also relevant to the idea: The Norwegian phone booth.
To spread the word, the campaign was soft launched with a nomination phase where we asked people to nominate their local booth by posting it on Instagram. After only a few days all hundred were photographed, posted and nominated.
Geo specific Youtobe pre-rolls were produced to tease people with their local phone booth.