Title | THE BLUE SAFETY HELMET |
Brand | MITT ANBUD |
Product/Service | INDUSTRY AWARD |
Category |
B04. Innovative Use of Community |
Entrant
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NORGES HYGGELIGSTE HåNDVERKER Oslo, NORWAY
|
Idea Creation
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WE ARE LIVE Oslo, NORWAY
|
Media Placement
|
WE ARE LIVE Oslo, NORWAY
|
Media Placement 2
|
NORGES HYGGELIGSTE HåNDVERKER Oslo, NORWAY
|
PR
|
WE ARE LIVE Oslo, NORWAY
|
Production
|
WE ARE LIVE Oslo, NORWAY
|
Post Production
|
WE ARE LIVE Oslo, NORWAY
|
Credits
Anna Johansen |
WAL |
Art Director |
Hanna Wennstam |
WAL |
Art Director |
Sigmund Malkenes |
WAL |
Chief Executive Officer |
Jenny Waters |
WAL |
Project Manager |
Petter Knutsen |
WAL |
Post Production |
Henning Selvåg |
WAL |
Head of performance |
Astrid Øen Olsen |
WAL |
Graphic Designer |
Martin Grevstad |
Mitt Anbud |
PR & communication |
Benjamin Husstad Neberg |
NHH |
Project Manager |
Claudia Caroline Bajek |
Mitt Anbud |
Junior content creator |
Why is this work relevant for Social & Influencer?
The idea started as a pure social media activity, leveraging on an existing Snapchat function; -Changing the outfit of your Bitmoji. Hijacking this function, and using a blue bitmoji-helmet as the star of an awareness campaign is both innovative and free. As a non-profit award, it was the perfect way to spread awareness in young communities. Statistics shows, teenagers are skeptical towards commercial messages and tend to listen to their friends. For that reason we wanted them to influence each other in their own Snapchat communities. The idea itself is both social and influential by nature.
Background
Situation:
Statistics show that Norway will lack as much as 88 000 workers in the construction industry by 2035. It has a low standing amongst Norwegians, in fact only one person applied to become a painter in three years. Parents are not contributing, and as much as 40% don’t consider it a relevant career path for their teenagers. Norges Hyggeligste Håndverker/Norways Nicest Carpenter’ is an industry award created to improve this unearned reputation and reduce stigma around skilled workers.
Brief:
How can NHH, increase the reputation and status of the construction industry, among young people in Norway?
Objectives:
To create awareness about and spread positive vibes towards vocational work among young Norwegians - in order to better the reputation of craft and construction careers.
Describe the creative idea (30% of vote)
The blue safety helmet is a digital and social high-five to all the hard working people in the construction industry. Through celebrities, snapads, lenses and press we encouraged young people to place a blue safety helmet on their Bitmojis.
Describe the strategy (20% of vote)
Snapchat is one of the key social channels among Norwegian youth (80 % has a profile), and one of few that isn’t flooded with commercial messages and ads. The idea itself, leveraging an existing snapchat function paved the way for the strategy - to use the blue helmet as an easy to share tool, which would gain traction in the target group.
Describe the execution (20% of vote)
During the launch in April 2021, we got influencers and peers to spread the word about the importance of the symbolic blue helmet. We created a Snaplense and Snapads encouraging people to put the blue helmet on. This, to create the shortest way possible for the target group to engage in the campaign. From there the blue safety helmet rapidly spread across social channels, ending up on both politicians and industry leaders’ heads, even the prime minister! The social campaign culminated with the launch of the industry award, creating more awareness and nominations for the award than ever before.
List the results (30% of vote)
The blue safety helmet spread in social networks all over Norway.
Eventually the campaign outgrew snapchat, and became a physical symbol. At the peak of the campaign, the blue helmet appeared on both the prime minister, and the prime minister elect– making it a bipartisan statement. That’s pretty influential.
The snaplense had a 6,77% share rate, 1,4x over benchmark.
The nominations for the award increased by 45%.
But most importantly.. the use of the bitmoji-helmet went up 1700%! Spreading positivity through social networks all over Norway.