T-We - to the final in Aller Best Q4

When Telenor's streaming service T-We was launched in 2018, they wanted to engage and activate customers to use the entire service. In a unique quadrilateral collaboration with media agency OMD, content agency NewsLab and Aller Media, they developed a strategy with sky-high ambitions to help change and take part in people's changing TV habits and the transition from linear TV to streaming services.

Andreas Gaarder is Strategic Group Customer Manager at Aller Media. He believes that it is precisely this unique four-way collaboration between Aller Media, Telenor, media agency OMD and content agency NewsLab that is the secret behind the good results.

- "We all have different expertise so that we can play each other well. We've held workshops, thrown the ball with a high ceiling and, not least, taken ownership of the entire project," he says.

Gold standard

Gino Ismail, Planning Director at OMD, says that the project with Telenor T-We has gone so well because of their strategic approach. They have also constantly explored new ways to connect Telenor T-We as an entertainment expert, serving up tips and engaging content that is perceived as relevant to the target audience within the Aller universe.

- We have left no stone unturned, given good advice, assisted each other as true partners and worked extremely well together. There has always been a low threshold, high ceilings and a good tone between us. In addition, the project is extremely insight-based, which has led to the development of new products. The project is the gold standard for collaboration and outlets, and it's all gone so seamlessly. It's about an extended partnership where everyone wants to contribute and takes ownership of the project. The team working on the case continues to impress with creativity in both creative outlets and placements. With T-We, I think we are as close to harnessing the full power of Aller as you can get," says Gino Ismail.

Huge selection

- With streaming services now available alongside linear TV, the choice of entertainment has become enormous. It can be difficult to find your way through the crowd, and the purpose of the concept is to help you find good and relevant content. Many series and films receive good exposure and marketing from the content owners, but there is also very good content that goes under the radar. It's this content that we work to find and recommend. Says Irén Udnæs, Marketing & Content Manager at Telenor. She is also very pleased with the results the concept contributes to and not least fun to see that the tips have led to increased viewing, she says.

Editorial content important

The overall objective of the concept is to increase the number of T-We streaming users, but also to establish the association of entertainment with Telenor. The solution was to exploit Dagblad's lack of editorial coverage of film and series entertainment, and make T-We the entertainment expert through a continuous presence on Dagblad's pages.

- We at NewsLab have worked with Telenor for a long time, and Telenor also wanted to use us on this project because of our expertise in the content and entertainment field. In the beginning, I was honestly a little worried about whether it would work with so many chefs, but we have worked well together all the time - sharing knowledge and helping each other, for the benefit of the customer. To be honest, this has been an incredible project. Very rewarding," says Joakim Thorkildsen.

T-We Tipser - your entertainment buddy

Every Friday, Dagbladet's readers have been served the very best streaming tips, as banners on the program pages in print and as articles online. Through delicate solutions, T-We also has the opportunity to deliver tactical messages to Telenor's customers on how to use T-We and thereby increase consumer satisfaction. In addition, they have created activities such as competitions with cool prizes and ingenious "Test yourself" where your new favorite series or program was served on a silver platter at the touch of a button.

- There is a higher demand for streaming tips as the selection of them has increased enormously. With our activity, we deliver the streaming tips that readers need. So when you sit down on the sofa and don't know what to watch, it's very satisfying to receive tips from T-We with "You should watch this tonight!"," says Andreas Gaarder.

"T-We is a distributor of entertainment, and T-We Tipser will be the one to point out and highlight hidden gems that don't always reveal themselves."

- Joakim Thorkildsen in NewsLab.

Results

The continuous presence on Dagbladet has yielded impressive results. Over the past year, the overall streaming market grew by 10%. T-We outperformed, taking the "cake" with a 29% increase in the share of streaming users.

Overall, it paid off for the series to be highlighted by T-We Tips, as the average viewing per title had a staggering 240% increase and even 5 weeks afterwards the tips had a 76% increase in viewing, proving that the tips have a longtail effect. What's more, there were over 850,000 streams started based on the streaming tips on Dagbladet and this activity was the only activity with specific streaming tips. Revenue and ROI increase drastically, and Aller can be attributed to high value in sales modeling.