Telia
5G-LÖKEN
Ever wondered what 5G is actually good for? Together with Telia, we turned an onion into Sweden’s clearest explanation of 5G to show what the technology could do in everyday life.
Problem
Telia is Sweden’s leading 5G provider, but many people struggled to see how 5G could benefit them in everyday life. Only 7% considered 5G important when choosing a provider, making it crucial to turn an abstract technology into something people could understand and value.
Solution
Our solution was 5G-löken (The 5G Onion): an onion grown using autonomous farming robots powered by 5G, with less pesticide use, better flavour and a longer shelf life. We launched it like a tech product, turning 5G into something people could see, taste and buy.
Impact
The campaign gave people a reason to care about 5G and strengthened Telia’s position in the category. Perceptions of Telia as a 5G leader reached an all-time high.
0.0 million
earned reach across Swedish media.
0,000
visitors to the campaign site.
+0%
onion sales in selected ICA stores.
0,000
5G onions delivered to Swedish households.