Title	A-WHAT-TO-DO-WITH-MY-LIFE ODYSSEY
Brand	KRISTIANIA UNIVERSITY COLLEGE
Product/Service	KRISTIANIA UNIVERSITY COLLEGE
Category	D03. Use of Branded Content created for Digital or Social Media
Entrant	ANORAK Oslo, NORWAY
Idea Creation	ANORAK Oslo, NORWAY
Media Placement	STARCOM Oslo, NORWAY

Name	Company	Position
Peter Power	Anorak	Copywriter
Lars Holthe	Anorak	Art director
Kristina Tallaksen	Anorak	Account manager
Janne Espevalen	Anorak	Client director
Ørnulf Johnsen	Anorak	Planner

The Campaign

Our idea was to create a reality web series based on the following question: What happens when three 19-year-olds get to try their dream job without any education? Together with Kristiania we found Henrik, Kelly and Lise, which, each in their own way, represented the thoughts and feelings about working life and studying that Kristiania wanted to challenge. Lise got to run a hotel. Henrik got take three recovering drug addicts to the mountains as their personal trainer. Kelly got to stage an event for an organic energy drink. Our hope (being a non-fiction series) was that this experiment would not only entertain, but offer Henrik, Kelly and Lise – and the audience – new perspectives on working life, studying, different careers and…yeah, on being young.

Creative Execution

For branded content execution is almost everything. For this project it was vital that we got the right media partner. And so we did. VGTV is Norway’s biggest web-TV channel, and it’s especially popular amongst young people. VGTV is also most the TV-channel of Norway’s most popular website vg.no (the biggest news site in Norway). Over three weeks our series was fronted on their front page with great results. Around the series we placed banners and communication about Kristiania, their different studies and invited those who had been watching to call or chat with our study advisors right away. At the same time we teased and released exclusive material from the series in social media.

- Over 600 000 unique views (Norway’s population: 5 million. Total amount of people between 18-23: 400 000) - An average viewing time of over 5 minutes - Applicants to Kristiania’s creative studies went up by 20%

As a non-fiction series created exclusively for online viewing on a specific media platform, «A what-to-do-with-my-life odyssey» is a perfect fit for media. It is, by nature, an example of how a brand together with content producers and media partners can create entertaining, engaging and original content for its audience.

Insights, Strategy and the Idea

Our strategy: 1. It should be about them, not us. Since its start Kristiania University College has focused on being a smaller and more personal place to study than at the larger, more traditional universities. Most of the competitors talk about themselves, we wanted Kristiania to let young people do the talking. 2. What we make shouldn’t feel like advertising. To reach an audience with Ad-blocks in their browsers and no time for advertising we needed to find a media partner our audience was comfortable with. Something fun. 3. Show don’t tell Young people don’t like to be told what to do or what to think. We wanted to create something that allowed them to make up their own judgements.