World's talking about: The Swedish Number

After claiming to be the first country to abolish censorship 250 years ago, Sweden is now boasting that it is the first country with a phone number.

"The Swedish number" is part of a campaign for the Swedish Tourist Association by Ingo (part of WPP). The concept is simple – dial the number and you will be redirected to a random Swede who will happily chat about their country. Campaign spoke with a nice chap from Stockholm called Jan who said he’d been getting up to five calls per day through the scheme. Asked if he had any messages for Campaign readers who might wish to visit Sweden, he said: "It’s lovely in the summer." See? Nice chap.

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