Background
The mobile operator Tre is not known for its coverage. On the contrary actually. Many people believe a myth that Tre only works in the city centers. The truth is that Tre has invested intensively in the network, which now covers 99.3% of Sweden's population. Therefore, Tre needed to challenge the myth and raise awareness of its actual coverage. Not least with the younger, digital generation who will become tomorrow's Tre customers.  So a nice strategy was created which consisted of literally taking the mobiles out of the cities, where no one could believe that Tre has good coverage.

Idea
The idea was named Mobilscouta. A live geography game, which let the mobiles and the coverage take center stage. A mix of the geoguessing and slow-TV phenomena with a twist of its own:On three occasions, on three Fridays, a brand new Google Pixel 8a was placed in a secret location and began broadcasting live on Instagram. The viewers' mission? Guess the correct place in the broadcast or hurry to get there first - to win the mobile phone. To add to the excitement, we invited comedy trio Random Making Movies to host the broadcasts, interact with viewers and offer more clues.