The mission for ad agency Forsman & Bodenfors Sweden was to launch Tele2’s latest product i.e. fixed telephony through the mobile net. The product sounded quite technical and advanced. So the focus was to show how easy it was to use and how close it was to a traditional fixed phone. And the best way was to just let the people try it.
So they built giant working phones in Swedens three biggest cities. This way all passers could try the product by calling whoever they wanted for free. The giant phones, of course, were hard to ignore. And loads of people used them to call a friend, a taxi or whoever they could think of.
There was even a competition…every now and then Tele2 called up the giant phones, and whoever answered won a great prize.