| Title | MATCH MAKER |
| Brand | RIKSTV |
| Product/Service | PAY TV SUBSCRIPTION |
| Category |
A11. Digital & Mobile Brand Experience |
|
Entrant
|
SMFB Oslo, NORWAY
|
|
Idea Creation
|
SMFB Oslo, NORWAY
|
|
Production
|
WHITE RABBIT Oslo, NORWAY
|
Credits
| André Koot |
Smfb as |
Creative director |
| hans martin rønneseth |
SMFB as |
creative director |
| Torstein Drogseth |
SMFB as |
Account director |
| Henriette Valeur |
SMFB as |
Project Manager |
| Morten Borgestad |
SMFB as |
Creative |
| Arnar Haldors |
SMFB as |
Visual bossman |
| Stefan Falbakken |
White Rabbit |
Director |
| Knut B Jensen |
White Rabbit |
Producer |
| Christoffer Lorang |
SMFB as |
Digital planner |
| Christoffer Lorang |
SMFB as |
Digital planner |
| magnus Snickars |
SMFB as |
Graphic designer |
| Nils Hausken |
SMFB as |
Graphic Designer |
| Kaja Gilje Sekse |
SMFB Engine |
Content manager |
| Simon Karlsson |
SMFB Engine |
Digital Consultant |
| Henning Sillerud |
Man VS Machine |
Programmer |
The Campaign
Most Norwegians would have access to watching the 2016 European football championship. However, there would also be thousands of tourists hiking all over the country, without any TV access at all, since football pubs are scarce in Norway's great outdoors. So we created an online service that would allow tourists to watch their national football team's matches in the championship, in the comfort of a genuine Norwegian home.
Creative Execution
We recruited people from RiksTV’s subscriber base, directly, through social media and webTV, to sign up as match day hosts. They posted a profile via the Match Maker site with their location, photos of their home and which matches you could watch at their house. It didn’t take long before we had hosts all over Norway. Then we promoted the Match Maker service to foreigners on their way to Norway and who were already there, using targeted promo films in their own language via Facebook,YouTube, webTV and on incoming Norwegian Air flights. With the Match Maker site the tourists could find a nearby location where they could watch their team’s matches, and hook up with the host. During the championship we joined some of the tourists and their Norwegian hosts as they watched together. These meetings became short documentaries with highlights that were released the morning after the matches.
The campaign led to much engagement through social media and press coverage at home and abroad throughout the Euro 2016, strengthening RiksTV’s brand messaging and giving more Norwegians a reason to switch. It resulted in, after the Norwegians returned to everyday life from their summer holidays, RiksTV reaching their best August sales numbers ever.
This campaign was all about creating entertaining documentary style content that was closely linked to the live broadcasts of Euro 2016 matches; following people getting ready to watch, covering the match itself and being present in relevant channels and social media with relevant fun content in the days leading up each match. Through this we were able to connect with our audience and could point them towards our brand message/offer.
We decided to utilise the UEFA Euro 2016 being a high interest TV occasion to connect with consumers. We would first engage existing subscribers and European tourists visiting Norway and use that momentum and the shareable content that came out of it as a springboard to reach out to new potential subscribers.