| Title | THE ALPINE FAMILY |
| Brand | TELENOR NORWAY |
| Product/Service | U21 - A MOBILE SUBSCRIPTION FOR YOUTH UNDER 21 |
| Category |
A10. INTEGRATED CONTENT CAMPAIGN |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Contributing Company 2
|
TRY/APT/POL Oslo, NORWAY
|
|
Contributing Company
|
ANTI Oslo, NORWAY
|
|
Media Agency
|
PHD Oslo, NORWAY
|
Credits
| Thea Emanuelsen |
TRY/Apt/POL |
Art Director |
| Aleksander Erichsen |
TRY/Apt/POL |
Art Director |
| Trond Sandø |
TRY/Apt/POL |
Account Director |
| Dan Westin |
TRY/Apt/POL |
Macdesigner |
| Ulla Hennum Birkrem |
TRY/Apt/POL |
Account Manager |
| Niels Windfeldt |
Antimedia |
Director/Dop/Cut |
| Andreas Braaten |
Antimedia |
Producer |
| Lasse Nyhaugen |
Antimedia |
Photographer |
| Trond Hansen |
Antimedia |
Sound |
| Morten Borgestad |
Palokaville |
Director Of Photography |
| Astrid Maria Sætren |
|
Set Designer |
| Christina Ledang |
Christina Ledang |
Stylist |
| Eirik Thorsen |
Adam/Eva |
|
The Campaign
In Norway, Branded Content, is quite restricted in national media, and has to be clearly marked.
Results
Challenges and Objectives:
The client had a complex brief. The subscription advertised has many conditions that had to be present in the creative work (you have to be under 21 years old and be part of the clients service "FreeFamily" to qualify for it). In addition the client wanted to leverage their sponsorship of three of Norways most famous alpine skiers. The main challenge was to come up with a solution that could contain all this information and at the same time convey a clear message and be memorable.
Strategy and execution:
Since you have to be part of "FreeFamily" to qualify for the subscription the idea was to present the ski team, who live together most of the year, as a family. A slightly awkward family. You also had to be under 21 years old to get the subscription. Henrik Kristoffersen, the youngest on the team, happens to be 19 years old and the only member of "the alpine family" who could get the subscription. This all led up to a photo shoot taking awkward family photos of the famous athletes, with Henrik as most teenagers, always with a phone in his hands. The shoot gave us both still images and lots of behind the scenes movie material to fill all needed formats.
The audience where drawn to the content through web banners as well as paid and unpaid sharing on social media. Shorter edits of the behind the scenes documentary where used as pre-rolls on youtube and web-tv on national news sites and on national television. In addition prints where used on adshells and public transport.
The campaign increased sales by 79%.
High view rate on youtube with 42 - 52% (average view rate 15%).
Got coverage in many of Norways leading media outlets as well as in magazines.