Silver Eurobest Campaign
3 of 4 Campaign
Product/ServiceVG NEWS APP
Category B07. Media & Publications
Entrant SMFB Oslo, NORWAY
Idea Creation SMFB Oslo, NORWAY
Production HEIMLICH Oslo, NORWAY
Name Company Position
Hans Martin Ronneseth SMFB Creative Director
Alexander Gjersøe SMFB Creative Director
André Koot SMFB Creative Director
Hans Magne Ekre SMFB Creative Director
Vibeke Wiedswang SMFB Account Manager
Silje Hvideberg Tobiassen SMFB Account Manager
Lasse Polmar SMFB Account Director
Stefan Faldbakken Heimlich Director
Kristian Hajdu Heimlich Producer

Brief Explanation

VG is Norway’s leading online newspaper and a go to medium for breaking news. As everyone turn to their mobiles for news, VG wants them to download the VG app and turn on push notifications — so they don’t have to check the news all the time. Our urge for checking for updates or following ongoing coverage is a relevant backdrop for talking about notifications. If anything interesting happens, VG will let you know. But people are also curious. So we conceived the idea of pre-rolls that told people to stop watching but simultaneously sparked their curiosity to keep going. The films were based on current events, and released as the stories they concern were or just had been unfolding in the news. The pre-rolls got the message across during the first few seconds, but also sparked your interest enough to keep watching. Then you got the message even more.