Ten years ago, NetOnNet launched a campaign that captivated its audience with a mix of curiosity and nostalgia with a surprise comeback by the iconic boyband Backstreet Boys. Starring in a music video for a remix titled “Lager than life”, a playful spin on their classic hit “Larger than life”. The campaign was an instant hit, and is to this day remembered across Sweden.

Now, as NetOnNet are celebrating their 25th anniversary, the brand is once again tapping into the power of nostalgia. To kick off Black Week, we launched a vibrant TikTok campaign together with NetOnNet that brings the 90s boyband charm back.

The campaign invites social media users to relive the iconic boyband era with a new”NetOnNet” song and a creative TikTok dance challenge. Using hashtags #netonnetboyband and #netonnet, participants are encouraged to duet a dance choreographed by influencers Fabian Svorono, Caroline Persson, and Kristian Täljeblad Pankov, along with a professional choreographer.

The challenge is simple, show off your best boyband-inspired dance moves, with a prize of an iPhone 16 Pro and a 10,000 SEK gift card for music-related products for the winner. With this campaign, NetOnNet wants to engage and build awareness amongst the younger generations, as well as communicate their value words; “Snabbt. Enkelt. Lagerpris”  (Quick, Easy and Warehouse Prices)

NetOnNet’s Black Week strategy underscores their commitment to staying relevant in the digital landscape. The campaign is designed to:

• Boost brand awareness among younger audiences on TikTok.
• Foster engagement through a shareable, interactive format.
• Reinforce NetOnNet’s playful and innovative image, to build a stronger connection with their younger audience.

What we did: Idea & Concept, Audio Production, Influencer Collaboration, Social Media Activation