Title	THE LAND OF CHLAMYDIA
Brand	7-ELEVEN
Product/Service	CONDOMS
Category	B03. Use of Print / Outdoor
Entrant	REITAN CONVENIENCE Oslo, NORWAY
Idea Creation	MORGENSTERN Oslo, NORWAY

Name	Company	Position
Torkild Jarnholt	Morgenstern AS	Creative
Bjørnar Buxrud	Morgenstern AS	Creative
Mona Larsen	Morgenstern AS	Project manager
Ole Hustad	Morgenstern AS	Account executive
Philip Notland	Morgenstern AS	Art Director
Ole-Jørgen Ramstad	Morgenstern AS	Designer
Erlend Westnes	Morgenstern AS	Director
Sebastian Prestø	Morgenstern AS	Creative
Anders Holm	Morgenstern AS	Creative
André Gidoin	Morgenstern	Creative

Why is this work relevant for Media?

This campaign was based on advertising pretending to target foreign tourists in Norway. A Facebook-film and 125 billboards in visitor-dense areas in Oslo welcomed tourists to Norway - by encouraging them to protect themselves against the locals with condoms from 7-Eleven.

Background

Situation: Open 24-hours a day, 7-Eleven is where Norwegians typically get contraceptives when the need more or less spontaneously occurs. Unfortunately, too many of them don't. Brief: Remind Norwegians that 7-Eleven has condoms, preferably in a way that is hard to ignore. Objective: Make 7-Eleven know as the go-to place for condoms.

Describe the creative idea/insights

Universal healthcare. A full year of paid maternity leave. Spectacular nature. Being Norwegian, there are many things to be proud of. Unfortunately, using condoms is not one of them. In fact, Norway has one of the highest rates of chlamydia in Europe. Most Norwegians are not aware of this. We decided to build the campaign on this piece of highly shameful information. Our idea was to make use of a narrative based on stirring national identity and collective self-esteem in reminding Norwegians of the importance of using condoms.

Describe the strategy

A small nation on the outskirts of the planet, the world is by and large indifferent to Norway. When the country once in a blue moon makes international news, the context is usually positive - like the UNs happiness report, the Winter Olympics or our scenic nature. It doesn't happen very often, and that is why international news about Norway usually gets a lot of national press. How would Norwegian media react if international news ran a story about something Norwegians had no reason to be proud of? Like our skyrocketing rates of chlamydia cases?

Describe the execution

The campaign lasted one week, and consisted of an online-film on 7-Elevens own Facebook and more than 125 boards strategically placed at the Oslo airport, the main train stations and other places heavily visited by tourists. As soon as the boards were up, tourists and locals alike started to share the campaign in social media. Which in turn led to the online-film being featured on John Oliver and Last week Tonight. This is wasn't only a big deal for 7-Eleven, but also for our national press, who made sure the campaign got even more unpaid PR.

List the results

With a budget of only 70 000 NOK (roughly 7383 Euros) the campaign reached 1,57 million people - or roughly 40% of the population in Norway, with a brand linkage of almost 65%. The campaign became a reference point in a national debate about why so many Norwegians neglect to protect themselves, where representatives from various health organizations applauded 7-Eleven for addressing an important sexual health issue in a commercial campaign.