Title	BARBECUE HIJACK
Brand	INTERSPORT
Product/Service	SPORTING GOODS
Category	B02. Use of Audio Platforms
Entrant	SMFB Oslo, NORWAY
Idea Creation	SMFB Oslo, NORWAY

Name	Company	Position
Thomas Pølsa Askim	SMFB	Creative Director
Eirik Svendsrud	SMFB	Creative Director

Why is this work relevant for Media?

Summertime in Norway is barbecue commercial time. The radio is littered with spots promoting BBQ food. This is an idea that uses this media-insight to promote a message in a humoristic and relevant way. This idea is based a challenging media placement strategy.

Background

Situation: July is vacation time in Norway, and people have a lot of spear time. It's of curse a time to relax, but its also a great opportunity to be active and do the sports you love. Brief: Remind people that summer is a great time to be active and do the sports you love. Objectives: Create attention to Intersport and make people come to the stores.

Describe the creative idea/insights

Summertime in Norway is barbecue commercial time. The radio is littered with spots promoting BBQ food. Throughout July Intersport bought the spots following the BBQ commercials to remind people that its also a great time to be active.

Describe the strategy

Target audience is sport interested people in Norway having their summer vacation in July. This whole idea an media planning is based on the insight that in the summer people listen a lot to the radio, and the commercials is littered with spots the promote all kinds of BBQ. We wanted to use this fact to enhance the message that its also great to use summer vacation to be active. We wanted to do this sin a humorous and relevant way.

Describe the execution

We cooperated with Norway largest commercial radio, and bought the spots following a BBQ comercial 752 in all. July is the month for summer vacation, all the spots ran through this month.

List the results

The campaign created a lot of attention, and Intersport view it as an success. But the results from post -testing is not ready yet.