Event Concepts & Live Experiences
Public Opinionvs. Corporate Mobile Service
Project context
Tele2 asked me to draw attention to its corporate mobile services. For part of the audience, the B2B offer remained unclear: potential customers lacked information, did not see the practical value of a dedicated business solution and did not understand its advantages. The task was to engage journalists with the subject and, through them, influence how a wider audience perceived corporate mobile services.
How the format worked
My solution was an interactive press conference structured as a court hearing: Public Opinion vs. Corporate Mobile Service. Instead of a standard service presentation, journalists examined common assumptions about corporate mobile services, compared them with Tele2’s arguments and reached their own verdict. Tele2 supported an unconventional and relatively bold format for corporate communication.
The experience began before the event. Journalists received court-style summonses that did not fully reveal what the event would involve. A street survey documenting real attitudes towards corporate mobile services became part of the case file.
During the hearing, journalists reviewed the material, heard common objections and Tele2’s responses, asked questions and assessed the evidence. The outcome was not predetermined: acting as jurors, they decided whether the prevailing public opinion was justified.
To preserve the effect of an actual hearing, guests were not allowed to take photographs or record video. As a result, the surviving archive captures only selected elements and moments from the event.
