Image and trust are becoming increasingly important factors in the price and technology-driven telecommunications market. Tele2 wanted to be perceived as a friendly and engaged company.
We decided to establish a long-term charity partnership and sourced a partner that was a good fit for Tele2; a partner with heart – the German Heart Foundation. Then we organised various charity activities with the foundation, including charity runs, health hikes, Facebook promotions, online auctions, educative website texts and employee motivation drives. Tele2 donated all proceeds to the heart foundation after topping them up with its own funds.
Over EUR 125,000 was donated during the partnership, a large number of new Facebook fans were recruited, and extensive coverage was generated in the print and online media. Tele2’s support of the heart foundation gave it good news to share and generated positive coverage.