2021 Social & Influencer

LEVEL UP YOUR BRAIN!

TitleLEVEL UP YOUR BRAIN!
BrandRESEARCH COUNCIL OF NORWAY
Product/ServiceNORWEGIAN RESEARCH EVENT 2020
Category B04. Innovative Use of Community
Entrant ANTI Oslo, NORWAY
Idea Creation ANTI Oslo, NORWAY
Credits
Name Company Position
Bjørn Solli ANTI AS Creative
Per Moe ANTI AS Creative
Sollin Sæle ANTI AS Creative
Karoline Olerud ANTI AS Project Manager
Peter Holtze Peter Holtze Motion Graphic
Mathilde Sjurstad ANTI AS Graphic Designer

Why is this work relevant for Social & Influencer?

Every year The Research Council of Norway chooses a science subject to highlight and lecture to Norwegian teens. But in ever decreasing numbers attending every year they wanted to find a new way to reach out to the youth.

Background

Every year The Research Council of Norway chooses a science subject to highlight and lecture to Norwegian teens. But in ever decreasing numbers of attendees every year they wanted to find a new way to reach out to the youth. The original goal of the campaign was to get 200 people to attend this year's lecture about neuroscience.

Describe the creative idea (30% of vote)

By collaborating with one of Norway’s biggest streamers, Emzia, we made the world's first live brainscan twitch stream. Where viewers could watch the effects of gaming on the brain live, explained by a real brain scientist. The viewers would learn how to train and optimize their own brains using the newest findings in neuroscience, to become better gamers. They could even interact and ask questions directly to Emzia and the scientist as the stream progressed.

Describe the strategy (20% of vote)

Young people of 13-18 years of age have one place to go when they want to learn things, and that is the internett. Further more, they don't really want to learn anything if they could be gaming instead. But if what they are learning makes them better gamers. And they are being lectured by one of their idols, it becomes a completely other story. Suddenly, learning isn't as boring, but just the same as watching you friends gaming.

Describe the execution (20% of vote)

By collaborating with one of Norway’s biggest streamers, Emzia, we made the world's first live brainscan twitch stream. Where viewers could watch the effects of gaming on the brain live, explained by a real neuroscientist. The viewers would learn how to train and optimize their own brains using the newest findings in neuroscience, to become better gamers. They could even interact and ask questions directly to Emzia and the scientist as the stream progressed. Just like that, we took this year's lecture out of the old boring auditoriums and engaged with the target audience at their premise. Showing them how neuroscience is relevant to their lifestyle and how they can make use of the science to benefit themselves.

List the results (30% of vote)

Reaching 8000 viewers the 15. sept and 10 000 viewers the 16. sept. The Campaign was a huge success reaching 90 times the original campaign goal. There was a huge engagement in the live chat, with well over 1 000 questions. The traffic to the Research Councils website was increased by 25% Making this the most attended lecture ever held in the Research Councils history. 5000% better result than original goal (original goal: 200 attendees) Big engagement live on stream 25% increased traffic to Research Councils website