GUIDED BY FANS

ClientVISIT OSLO
Category A05. Travel, Transport & Leisure
TitleGUIDED BY FANS
Product/ServiceOSLO
Entrant ANORAK Oslo, NORWAY
Idea Creation ANORAK Oslo, NORWAY
Production ANORAK Oslo, NORWAY
Production 2 FEED Oslo, NORWAY
Credits
Name Company Position
Eirik Johansen Anorak Art Director
Gaute Wetlesen Skåre Anorak Copywriter
Marianne Skøien Anorak Content Manager
Øistein Markus Holm Anorak Copywriter
Rune Roalsvig Anorak Account Director
Merete Rogstad Anorak Project Manager
Ellen Sørnes Hilleren Anorak Project Manager
Vibeke Røed Hansen Anorak Project Co-ordinator
Oscar Grønner Feed Illustrator
Jens Johan Tandberg Feed Graphic Designer
Henrik Wold Kraglund Feed Graphic Designer
Nökkvi Thorsteinsson Anorak Photographer
Darri Thorsteinsson Anorak Photographer

The Campaign

Through social media, we gathered Oslo-tips directly from local fans, and made unique and personal city guides for their favorite artists, who played at the Øya festival. The guides were hand delivered on behalf of the fans – who turned their stars into Oslo ambassadors.

Creative Execution

We used Øya’s Facebook and Instagram to reach local fans, asking «What should the artists experience when they come to Oslo?». Hundreds of tips were gathered, and the best ones were chosen. Guides for 10 international acts were then tailored with unedited tips straight from the fans. The guides also contained personal foreword from the Øya staff, Oslo photos by notable photographers, as well as a curated tip section. Several fans also had their phone numbers added to «their» artist’s guide. During Øya, the books were hand delivered to the artists backstage, on behalf of the fans. Each handover was documented and shared. As tipped by a fan, danish artist MØ joined a guided tour of the Munch Museum. Other artists explored the city on their own, with support from outdoor boards along the way. The guides were made available digitally, for the international fan base to dig into.

Results

Between all 10 artists, and their combined followers, potential reach was in the millions. The guides were shared by MØ, The xx, Pixies and Madlib, as well as Lana Del Rey’s Facebook fan page, in addition to lots of the places mentioned in the guides – it’s safe to assume our reach was above one million people. In three weeks of gathering tips, local fans engaged by sharing 664 tips. We also got 6909 reactions and 137.000 impressions. Once out, fans from around the world picked up the digital guides. www.oyaoslo.no had 14.832 visits within 5 days. Our crew met all the artists personally except for Lana Del Rey, and all the artist got physical books hand delivered. We also know that several artists explored the city in their free time, checking out tips from the guides. For VisitOSLO, we created a new tool for reaching specific target groups.

The whole campaign is driven by the creation of a personal book, gifted from fan to artist. Starting off, specific fan groups were targeted and presented with an engaging task, building on their relationships with both Oslo, the Øya festival, and their favorite artists. During the festival, one-to-one communication with specific artists aimed to influence their social media output – thereby reaching our final target audience: Hip, young fans.

A great thing about Øya, Norway’s prime music festival, is the location, right in the middle of town. Øya is Oslo, and Oslo is Øya. The festival line-up is chock full of big acts – stars with millions of followers. Our aim was to get these tastemakers to help us spread the word about Oslo, reaching a very specific target group: Their fans. Nobody knows Oslo better than the people who live here, and nobody knows the artists better than their fans. So, we mobilized local fans through social media, and asked them what they would suggest for artists to do while here. Through the fans’ loving engagement, we found a way into the artist’s hearts. By making personal, one of a kind objects for each artist, we earned valuable placement in the artist’s own social media output.