Title	THE CLOCK IS TICKING
Brand	NORSK VIND
Product/Service	ONSHORE WIND
Category	D02. Use of Events & Stunts
Entrant	TRY REKLAME Oslo, NORWAY
Idea Creation	TRY REKLAME Oslo, NORWAY
Media Placement	TRY REKLAME Oslo, NORWAY
PR	TRY REKLAME Oslo, NORWAY
Production	MOTION BLUR Oslo, NORWAY

Name	Company	Position
Kenneth Lamond	TRY	Senior Creative
Even Moseng	TRY	Senior Creative
Ulrikke Wiik	TRY Råd	Project Director
Hallvard Vaaland	TRY	Creative
Mathias Sandvik	TRY	creative
Sindre Beyer	TRY Råd	Senior Advisor
Kristine Eikenes	TRY Råd	Senior Advisor
Karen Vaksdal Madsen	TRY Apt	Digital Producer
Niclas Hellborg	TRY Apt	Digital Designer
Edmundo Davasca Cruz	TRY Apt	Developer
Marion Berg Odvén	TRY Opt	Head of Video/Audio
Rachel Follesøy Myksvoll	TRY Opt	Performance Marketing Manager

Why is this work relevant for PR?

To put the climate crisis and the worlds need for clean energy back on the national agenda in Norway, we we built a 15 x 3,5 meter large Climate Clock, counting down to 2030, the year we need to have cut the worlds emissions in half, and put it in nature. We live streamed the clock in digital ad shels all over the country, and in topical and programmatical banners, and managed to force the climate back into the onshore wind debate.

Background

Onshore Wind is a very polarizing topic in Norway. However, the anti-wind protests had become so loud and volatile, that nobody in favor of wind dared to voice an opinion in fear of reprisals or ridicule. Not politicians, not business leaders, not regular people. Anti-wind protesters always point to other energy solutions, but no other clean energy is as effective NOW as onshore wind. And the world doesn't have time to wait for a "better" solution. The Climate Clock is the base of the campaign, and every element of the campaign evolved around this clock.

Describe the creative idea (20% of vote)

To force our way into the national debate, we made a 15 x 3,5 meter large Climate Clock, and put it in nature - the very thing protesters claim we want to destroy, but is in fact what we are trying to save. In order to get get mass attention to a clock placed in a remote area, we decided to keep the outtakes simple, and focus on our key visual asset, the clock itself. We therefore live broadcast the climate clock on digital media channels, with a simple messaging: The clock is ticking toward 2030. We have no time to lose. And signed with the URL, vindkraftnå.no - wind now - to underline the urgency of the matter.

Describe the PR strategy (30% of vote)

Since Norway is a relatively small country, and this was a national matter that affected everyone locally, the target audience was everyone Norwegian above voting age. So we had to reshape the debate, from being about esthetics and ruining the view from your cabin (Norwegians love their cabins), to be about the climate and our commin future. The messaging revolved around the climate crisis, and the urgency to act now - and be in an endless debate: "The clock is ticking toward 2030. We have no time to lose." Along with live-stremaing the clock in digital adshels and screens, we also bought key search words, had topical and programmatic banner ads targeting people interested in aligning topics, had native ads in national and local newspapers and worked closely with politicians and NGOs that we knew were positive about wind, but were weary of voicing it publicly.

Describe the PR execution (20% of vote)

Compared to Norwegian standards, this was a large scale PR execution, where work with key stakeholders and interest groups started months before the actual campaign was launched. While the majority of OOH spaces, digital media and TVC was on air during the first three weeks after campaign launch, it was live and gathered PR long after media was off. We also set up a second clock next to the Parliament in downtown Oslo in late february, to expand the campaign.

List the results (30% of vote)

The total average of Norwegians negative to onshore wind declined, from 41% to 34% after the campaign, while the the share of positives, from 43% to 50,

Describe the effectiveness of the PR campaign

The clients goal was to bring new life into a debate totally dominated by the anti-wind movement, in that manner the campaign was a great success. That the campaign managed to reduce the number of negatives toward wind and increase positives by 7% per cent each way is in political terms quite astonoshing.