Michael Burke

USA TODAY

A stranger more than 4,000 miles away talked Jenny Engstrom into planting tomatoes at her home in Sweden. An Illinois farmer suggested it during their 35-minute phone when he dialed "The Swedish Number."

The popular phone line was launched in early April by the Swedish Tourist Association to connect callers from around the world to a "random Swede." The number will be disconnected Friday, ending a stretch that has seen it used far more than expected.

Sweden invites the world to give it a call

The group originally hoped that 2,500 Swedes would answer the phone calls, said Engstrom, communications manager for the tourist association. But more than 32,000 Swedes people agreed to take the calls by downloading an app.

Nearly 180,000 people from 186 countries had called as of Wednesday afternoon. One call even lasted four hours and 20 minutes, Engstrom said.

“It’s incredible,” she said. “It’s really crazy.”

The campaign was honored this week with a Gold Lion award at the Cannes Lions international advertising festival in France, Engstrom said.

USA TODAY called The Swedish Number several times this final week of the line, speaking with Swedes of different backgrounds.

Elin Deviell, 25, said the calls have become a frequent topic of conversation in her country.

“Everyone knows about it,” said Deviell, a Swedish university student who agreed to take calls because she enjoys talking to new people.

Goran Mansson, 73, a retired journalist in Sweden, said he was drawn to the app because of his interest in telecommunications and background in amateur radio, which also allowed him to talk with people across the world.

“So it was natural to sign up," Mansson said.

Mansson said he’s received calls from about a dozen countries and typically had good conversations. He added that he had no prank calls.

That hasn’t been the case for all random Swedes.

Ellen Ivarsson, 16, said she spoke with a man with a heavy Russian accent who repeatedly asked where in Sweden he could buy vodka. Ivarsson kept responding that she was unsure and assumed the man was playing a prank on her.

Deviell, the student, said she spoke with a man from Boston who lectured her about Sweden's willingness to accept refugees, saying that would lead to the country's collapse.

The tourist association records all conversations made to the number and allows people to report problem calls. Engstrom said the group listens to reported calls, and 68 people have been banned, usually for harassment. But most of the calls have been pleasant, she added.

Whether the phone campaign leads to more people visiting Sweden is something the tourist association won’t know until next year.

“I’m hoping it does,” Engstrom said. “It will be really interesting to see.”