| Title | THE THEORY SONGBOOK |
| Brand | GJENSIDIGE |
| Product/Service | INSURANCE |
| Category |
A09. Corporate Social Responsibility |
|
Entrant
|
HYPER INTERACTIVE Oslo, NORWAY
|
|
Idea Creation
|
HYPER INTERACTIVE Oslo, NORWAY
|
Credits
| Kim Gothard Taanevig |
Hyper |
Art Director |
| Frank Nystuen |
Hyper |
Copywriter |
| Dennis Tönnkvist |
Hyper |
Art Director |
| Ola Nielsen |
Hyper |
Copywriter |
| Kristian Haukland |
Hyper |
Art Director |
| Marte Listhaug |
Hyper |
Project Manager |
| Hanne Kopstad |
Hyper |
Project Manager |
| Fred Hauge |
Hyper |
Account Director |
| Trine Weidal |
Hyper |
Account Director |
| Annelin Fagernes |
Hyper |
SoMe Advisor |
| Knut Ole Mathisen |
Hyper |
Designer |
| Mads Frantzen |
Hyper |
Designer |
| Markus Tallaksen |
Hyper |
Designer |
| Marcus Kjeldsen |
Hyper |
Motion Designer |
| Aslag Guttormsgaard |
Dupelx Records |
Music Artist |
| Egil Hegerberg |
Dupelx Records |
Music Artist |
| Lars Lønning |
Dupelx Records |
Music Artist |
| Remi Juliebø |
Deformat |
Graphic Designer |
| Fredrik Pryser |
Pryser film |
Producer |
| Patrik Syversen |
Pryser film |
Director |
The Campaign
"Music is life", says young Norwegians. So we to take them on their word and created what's probably the only album in the world that turn people into better drivers.
Through 12 catchy tracks, the target group can learn everything from how to deal with roundabouts and pass other cars on the road, to the joys and risks of driving after dark in Night Driving, and a whole lot more.
Throughout the campaign period, each song was promoted in social media with their own custom album artwork and promotional video.
We also created a website where fans could read about the project. Study album art and lyrics, see behind the scenes videos, and of course listen to music.
To promote the album we created the worlds safest CD-cover.
The CD cover got the shape and use of a reflector.
Campaign Success
The Theory Songbook was a 12-track playlist on Spotify and Tidal,
the target groups favorite source for music.
Each of the songs covered a theme in the Theory Book, and performed in all kinds of music genres from synth-pop, grunge and metal, to reggae, poems, and folk songs.
Throughout the campaign period, each of the 12 songs was released in social media with their own custom artwork and promotional video.
To promote the album we created the worlds safest CD-cover. The CD itself was designed as a prohibition sign (white plate with a red ring), while the CD cover got the shape of an old fashion reflex. So you also could be safe outside of your car.
To get hold of this limited edition CD, the target group had to follow the campaign in social media and respond to driver theory questions posted by the various bands in the project.
Describe the success of the promotion with both client and consumer including some quantifiable results
For Gjensidige this was an important element in their on-going strategy to be the preferred choice of first-time car owners.
Although Norway is a small country with only 5 million inhabitants the various videos have had an organic reach of over 200,000 views.
The Theory Songbook is Duplex most followed list on Spotify.
1001, 1002, 1003 by Black Debbath went to top 10 on Tidal.
The Theory Songbook was featured on Norway’s largest TV channel NRK and in dozens of offline and online newspapers and magazines across Norway.
Explain why the method of promotion was most relevant to the product or service
The Theory Songbook is all about creating an engaging and memorable experience around a boring subject: Driver license theory.
To promote the album we used the target groups preferred source for music and social media to evoke consumer activation.
Furthermore, the result of the entire campaign depends on the target group actively searching for the content (Read: the Spotify / Tidal album) and listening to the music we have created.
This is something the audience has proven to have done. The theory Songbook has got a much larger number of followers on Spotify than what is usual.
Young people are strongly overrepresented in the accident statistics, and just four out of ten passed the theory test you need to get a driver license in 2015. The numbers show that many young people do not have a good understanding of how to behave in traffic. Norway’s largest insurance company wanted to help those soon to be drivers with a more inspiring approach.
Our strategy was to create a fun and inspiring alternative to the theory book. Since rhymes and rhythm are like glue for the memory, we teamed up with Duplex Records – Norway's most famous musical collective - and created The Theory Songbook.