Telenor: Finding Emo

When the internet turns into a dangerous game

Task

As a telecom, Telenor feels responsible for providing a safe online environment. That’s why, partnering with Safenet, they approached us to create an activation for Safer Internet Day, which informs teens about the hazards of the digital world.

Problem

Teenagers share a lot of content online on different social media platforms. However, they rarely pay attention to the details and the sensitivity of information that is posted and aren’t aware who can see it.

Insight

Having access to such a large pool of information makes teens extremely curious and willing to explore the things shared by friends and strangers alike.

Idea

We created a fictional online character called Emo and put him on Facebook, Instagram and Snapchat. We filled his profiles with content and hid pieces of sensitive information as Easter eggs. We then made an interactive online experience which guided children through a series of questions, leading up to Emo himself.

Social media profiles

Emo acted as a regular teenager online — sharing his favourite songs, pictures of his dog, his parents’ house in the countryside and his new shoes, straight from the package. He quickly became popular with his peers, making lots of Facebook friends and Instagram followers. He was also active on Snapchat, where many contacted him and sent him snaps. However, no one found out he wasn’t real.

Interactive experience

To get teens to look for Emo, we created an illustrated microsite where we challenged them to answer 10 questions about him. We started with simple ones, like his last name and his school, gradually increasing the sensitivity of the requested information. The participants could find Emo’s full address from a photo containing a delivery slip or guess his exact location through a Snapchat story.

Once they answered all the questions, however, they would receive a message reminding them that anyone can be in Emo’s place. The final screen led the participants to Safenet’s website, where they could learn more about the hazards of internet.

The character

To make sure no one gets hurt in the campaign, all information, including Emo himself, was faked. We retouched several photographs of a model, came up with a biography for the character and collected photos from our team’s personal archives to add a real feel to the content.

Interactions

We had a social media team available almost 24/7 to make sure the character had a realistic online behaviour. Emo had to respond to messages — and he did, advising other children how to be safe online. And of course, he didn’t reveal he wasn’t real until the end of the campaign.

Being a stalker is just as easy as being stalked

During our 7-day communication we managed to reach a high number of teenagers, reminding them that while Emo is not real, the dangers online are.

Awards & recognition

  • FARA 2016
    Gold, Social Media
  • FARA 2016
    Gold, Digital Campaign
  • FARA 2016
    Silver, Non-traditional usage of digital and social channels
  • FARA 2016
    Bronze, Websites, Microsites & Mobile Apps