In an age of blocked caller IDs, privacy regulations, and concerns about refugees entering Europe in record numbers, Sweden’s latest edgy tourism campaign (launched April, 2016) is certainly disruptive: it got a phone number.
Call the number and a random (participating) Swede picks up, connecting you to the country faster than an IKEA meatball. Importantly, AdWeek notes that this volunteer ambassadors have “received no training whatsoever, and have been given no instructions about what to say (or perhaps more to the point, what not to say).”
What do you think – authentic nationalism, or stunt that could go horribly wrong?*
*it has been subject to trolls…do the good interactions outweigh the bad?