DRIVING HOME FOR CHRISTMAS

TitleDRIVING HOME FOR CHRISTMAS
BrandCIRCLE K
Product/ServiceCIRCLE K GAS & CONVENIENCE STATIONS
Category B01. Use of Radio & Audio as a Medium
Entrant SMFB Oslo, NORWAY
Idea Creation SMFB Oslo, NORWAY
Media Placement P4 RADIO HELE NORGE Lillehammer, NORWAY
Production BADEOG Oslo, NORWAY
Credits
Name Company Position
All the creatives SMFB Creatives
Henriette Valeur SMFB Project Manager
Lars Istre SMFB Account director
Tom Aksel Mathisen BÅDEOG DIRECTOR
ESKIL PAUS BÅDEOG DIRECTOR
HANS KRISTIAN HEIDE BÅDEOG SOUND ENGINEER
LENNY KITTILSEN BÅDEOG SOUND/MUSIC
MIKKEL SÅGHUS SMFB MOTION ARTIST
SVERRIR BRYNJOLFSSON SMFB MOTION ARTIST

View Script

Write a short summary of what happens in the radio advert

Circle K has roadside gas stations all over Norway — a proper place to stop for a rest, which you really need when driving on December 23rd, the worst day of Christmas traffic in Norway, always with horrible conditions. This live radio stunt reminded drivers to take it slow and stop for rests. Throughout the day, via live radio, we let two parents in the town of Skien talk to their daughter, who was driving across Norway on her way home for Christmas, encouraging her to take it easy and chatting about their Christmas preparations, creating an emotional wrapping for an important message. Through commercial radio station P4 we reached our target audience of people driving home for Christmas. The live transmission came on in all commercial breaks on P4 until the daughter had come safely home. The mp3 submitted contains 3 excerpts from the transmission.

Cultural/Context information for the jury

The 23rd of December is referred to as "the big crash day" in Norway, as thousands drive to visit hometowns and families for Christmas through mountain passes and on icy roads across the country.

Script

1. Excerpt from 0920 AM: (jingle) Reporter: You’re listening to «Home for Christmas with CircleK», we’re broadcasting live from Kristin Torvik and her husband Jan Roger’s kitchen here in Skien. Hi, Kristin. Mother: Hi, all Reporter: So today we’re going to pilot your daughter Tina safely home for Christmas. She’s driving from Stavanger today. Have you talked to her? Mother: Yes, I’ve just talked to her and she’s ready to go, and she’s looking forward to hearing her mom on the radio today. Reporter: Your daughter Tina has her dog Nikki with her in the car, and you just told me something special about Nikki. Mother: Yes, it’s Nikkis birthday today. Reporter: That’s great, happy birthday, Nikki. So, we will be broadcasting live here from Skien throughout the whole day. Drive carefully, everyone. (jingle) 2. Excerpt from 1150 AM: (jingle) Reporter: You’re listening to «Home for Christmas with Circle K», and we’re still in Kristin Torviks’s kitchen here in Skien, and Kristin, you have a message to your daughter who is driving from Stavanger. Mother: Tina, I’m guessing you would really like a coffee now, so stop at the nearest Circle K station and get a coffee deal. Reporter: Where would her nearest Circle K be right now? Mother: I would say she’s somewhere near Flekkefjord at the moment. Reporter: And there’s a Circle K there I guess. Mother: I think so. Reporter: So, Tina, drive carefully, remember to stop for coffee and welcome home to Skien. (jingle) 3. Excerpt from 1650 PM: (jingle) Reporter: You’re listening to «Home for Christmas with Circle K», and here comes Tina now, home to christmasy Skien. (Daughter stops her car in front of house. Parents and daughter warmly greeting each other) Mother: Oh, my little girl! Reporter: Both Tina and the dog Nikki gets warm hugs here. Kristin, how do you feel right now? Mother (moved): I’m just really happy. Really happy. Reporter: And the lactose free Christmas pudding is ready on the stove. Daughter: Great, good to hear, I’m really hungry! Reporter: Welcome home and Merry Christmas! Mother, daughter and father: Thank you, Merry Christmas!? Reporter: Merry Christmas from Circle K (jingle)