A PHONE CALL TO HAMAR

Short List
ClientNORSK TIPPING
Category G01. Integrated Mobile Campaigns
TitleA PHONE CALL TO HAMAR
Product/ServiceNORSK TIPPING
Entrant PER HøJ Oslo, NORWAY
Idea Creation PER HøJ Oslo, NORWAY
Media Placement RED MEDIA Oslo, NORWAY
Media Placement 2 CLEAR CHANNEL NORWAY Oslo, NORWAY
Production PER HøJ Oslo, NORWAY
Production 2 ANIMASJONS DEPARTEMENTET Oslo, NORWAY
Credits
Name Company Position
Thea Breili Per Høj Art Director and Creative
Christoffer Rontén Per Høj Art Director and Creative
Rune Sandnes Per Høj Head of technology
Håkon Fretheim Per Høj Digital Director
Christopher Køltzow Per Høj Developer
Øyvind Waage Per Høj Creative Director
Eiliv Gunleiksrud Per Høj Designer
Almir Busevac Per Høj Developer
Patrik Bergfjord Per Høj Planner
Nanna Grønli Per Høj Project Manager
Sverre Midttun Per Høj Account Director
Trine Kvam Hviding RED media consulting Digital client director
Ricardo Fjellheim Clear Channel Norway KAM & Market Coordinater

The Campaign

To remind everyone of this dream we revealed the number of the legendary phone, and turned it all upside down. Instead of waiting for the winning call, they could now place the call themselves. The lines were open for 9 days, and you could place a call at any time. If someone picked up you won a prize, big or small. Everyone was hunting for the grand prize; one million norwegian kroner!

Creative Execution

We live broadcasted the phone, located at the National Lottery headquarters. The live broadcast could be viewed at the campaign website, billboards, and at metro stations - places where people are waiting and killing time on their phones, so they just might place a call to Hamar. On the campaign website you could also see all incoming calls from all over Norway. With just a click you could call the phone directly from mobile banners placed in Norway's biggest newspaper. With over 700 digital screens from northern norway all the way to the south broadcasting live from Hamar, Norsk Tipping was receiving calls from all over the country.

- 25,9 millions calls in 9 days. Population: 5 millions - 185 calls per second at the most intense. - Probably the first time so many people have called the same number within a given time-frame. - Organic Facebook reach: 71 % of the population - 29 000 hours streamed live broadcasting.

We wanted to make people feel that they could win at any given moment. With just a mobile in their hands they could pick up their phone whenever they felt like it and place a call. Who dares not to call if their intuition, good luck or karma kicks in? Our target audience was young people aged between 18 and 40. With the target audience always having a phone in their hands we wanted to take use of that, and make it our advantage.