Title	GUIDED BY FANS
Brand	VISIT OSLO
Product/Service	OSLO
Category	E02. Sponsorship & Partnership
Entrant	ANORAK Oslo, NORWAY
Idea Creation	ANORAK Oslo, NORWAY
Production	ANORAK Oslo, NORWAY
Production 2	FEED Oslo, NORWAY

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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

With a campaign based on engaging local music fans to interact with global music stars, we were totally dependent on user generated content, used to make unique and personal city guides for specific artists. On their end, artists used the fan guide to explore the city and document it in their own social media output.

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.