Most Swedish customers think of Tre simply as a mobile network. Tre wanted to challenge brand perception where it counts most – at home.

The strategy was to launch the “broadband worth remembering” campaign, showing customers the ease of setup in addition to the great benefits. It began with an outreach campaign for Tre’s updated FWA range, and a review of how they communicate about broadband across all channels. Building on their quirky and playful brand idea, ‘Trevligt’ (‘Nice’), the new campaign speaks to consumers in an unexpected way, making the product the hero of the story.

Tre’s latest TVC features eccentric Mona and her pet parrot, Buddy on a lush garden balcony. In spite of the vibrant backdrop and story dramatisation, a simple message is conveyed – setup is simple, fast and “worth remembering.” So much so, that the father of the family brings everyone together to immortalize the moment.

Tre’s “broadband worth remembering” is easy to install and offers customers 5G fixed wireless internet (FWA) with connection speeds of up to 1000Mbps.

In addition to the TVC, Tre has rolled out OOH and DOOH advertising across key public places and transportation locations, as well as a strong social and online comms strategy. Campaign results show high observation among customers in-market who actively searched and compared offers (75%), with half the market having already watched the TVC. The campaign was able to reach a broad audience across all age groups.