| Title | BORING, BUT IMPORTANT |
| Brand | THE NORWEGIAN LABOUR INSPECTION AUTHORITY |
| Product/Service | LABOUR RIGHTS |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
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PR Agency
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GEELMUYDEN KIESE Oslo, NORWAY
|
|
Production Company
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FANTEFILM Oslo, NORWAY
|
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Entrant Company
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GEELMUYDEN KIESE Oslo, NORWAY
|
Credits
| Trygve Andreas Tønnessen |
Geelmuyden Kiese |
Creative |
| Kim Follesøy-Thuen |
Geelmuyden Kiese |
Creative |
| Celine Gran |
Geelmuyden Kiese |
Project manager |
| Marius Eriksen |
Geelmuyden Kiese |
Advisor |
| Geir Ove Harnes |
Geelmuyden Kiese |
Client director |
| Per Øyvind Weum |
Geelmuyden Kiese |
Motion Graphics |
| Yousef Musavi |
Geelmuyden Kiese |
Digital advisor |
| Håvard Nyberg |
Geelmuyden Kiese |
Digital advisor |
| Carl Henrik Kleiberg |
Geelmuyden Kiese |
PR advisor |
| Ola Markus Lisberg |
Fantefilm |
Director |
| Hugo Føsker |
Fantefilm |
Producer |
| Audun Lyngholm Wittenberg |
Fantefilm |
Producer |
| Nico Poulsson |
Fantefilm |
Photographer |
Brief Explanation
Young people working part-time in Norway, often get exploited by their employers because they don’t know their labour rights. 10% don't have an employment contract at all, 30% don’t have a valid contract and 45% don’t receive overtime pay. But they really don't care. They are more interested in memes and funny videos than employment contracts.
Instead of trying to compete with the absurd and meaningless humour of our target audience, we decided to make some absurd and meaningless content for them to embrace and enjoy. As long as they watched 5 seconds of boring, but important information first.
Results and Effectiveness
With a target audience of under 600000 people we managed to get 800000 unique views. 85% of the views were from users between 18-25. Even when they had the opportunity to skip, the majority didn’t.
Within the campaign period we also reached 10000 followers and answered several hundred questions on Facebook.
The campaign got heavy coverage in the media and directed the conversation towards the employers.
In the end, it is safe to say that “Boring, but important” turned out to be just what we aimed for: the weirdest, but most effective governmental campaign towards young people in Norway, ever.
Creative Execution
We launched the digital campaign “Boring, but important”, which was targeted directly at young adults. First we gave them boring, but important content and then we rewarded them with absurd entertainment. The 10 tailor made YouTube pre-rolls would give you all the information you needed in the first 5 seconds so you wouldn't be able to skip the message. It then redirected you to the campaign's Facebook page, where you could ask the main character from the films everything about labor rights.
Insights, Strategy and the Idea
The Norwegian Labour Inspection Authority wanted to make young people between 18 and 25 aware of the importance of having a valid contract and the rights they're entitled to. But it’s difficult to get the attention of young people. It’s even harder when you have to talk about something as boring as
labor rights.
So we constructed an absurde universe strictly around our target audience' media habits. Everything we did, and all the channels we used, were on their premises. Our main channel was YouTube, supported by Snapchat, Facebook and a blog on Norway's largest lifestyle-blog network.