Ever since Veronica Maggio debuted on the music scene in Sweden, Swedes have gone gaga over her (pun! Sorry). She's a breath a of fresh air, on the cover of every magazine, she's skyrocketed to the top of Spotify's most listened to list, and her new single launched via telephone ringtone. Yep. No, not the ringtone on the phone, rather the "Ringback tones service" from Comviq where a song of your choice replaces the dull dial-tone you'd otherwise hear when calling someone.
One phone-number in Sweden had this song as ringback tone service, it was Firat Delen's phone and for two weeks this was the only way you could hear Veronica Maggios new single. Firat Delen's phone was ringing off the hook, he had his 15 minutes of fame on facebook, radio talkshows and everywhere else, all the while his phone kept ringing. Radio stations called him just to listen to it, and the single went "gold" before it was even released. Amazingly 56% of the callers signed up immediately for the ringback tone service, which Comviq's competitor 3 has been offering for years already. Well played.

Client: Comviq Ad Agency: Forsman & Bodenfors Art Director: Annika Frankel Copywriter: Robert Lund, Marcus Hagglöf Designer: Axel Söderlund Agency Producer: Magnus Kennhed Web Producer:Peter Gaudiano Digital Innovation: Stefan Thomson Production Company: ACNE Director: Marcus Svanberg PR: Spotlight PR & Universal Music Music: Veronica Maggio
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (1)

  • Dabitch's picture
    Dabitch

    Anyone else get that song stuck in their heads now?

    May 04, 2011

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