From YouTube.
Destination marketing is disbelieved precisely because it is marketing; nobody trusts a tourist board.
Give the country a phone number that connects any caller in the world to a random Swede, who says whatever they like.
The Stupid/Smart of it
Stupid: Zero message control, at national scale, with journalists calling to see what happens.
Smart: Handing your national image to unvetted citizens is reckless, but an unscripted stranger is the only credible spokesperson a country has.
It leans on Sweden's own self-image of openness, and on a real historical hook in the abolition of censorship.
Every call is a story, and journalists could test it themselves, which guarantees coverage.
That the Swedes answering were unvetted and unscripted, so journalists could test it live.
Act-poweredIt works because it genuinely happened. Nothing as fiction. Has to be seen to work.
The devices behind this one, from our library of ways in: