OBAMA IN OSLO by SMFB for Narvesen

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OBAMA IN OSLO

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Norway
Agency SMFB
Art Director André Koot, Hans Martin Rønneseth
Copywriter Hans Magne Ekre, Alexander Gjersøe
Designer Marius Hanstad
Account Supervisor Lasse Polmar
Released November 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: NARVESEN
Product/Service: NEWSAGENT
Agency: SMFB
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: SMFB, Oslo, NORWAY
Account Manager: Vibeke Wiedswang (SMFB)
Art Director: André Koot (SMFB)
Art Director: Hans Martin Rønneseth (SMFB)
Copywriter: Hans Magne Ekre (SMFB)
Copywriter: Alexander Gjersøe (SMFB)
Account Supervisor: Lasse Polmar (SMFB)
Designer: Marius Hanstad (SMFB)
Media placement: Direct Mail - Letter To The White House - 01.12.2009
Media placement: Posters, Stickers And Billboards - In Store, Billboards, Ambient - 07.12.2009
Media placement: Transit Ads - Buses, Trams, Subways - 07.12.2009

Describe the brief/objective of the direct campaign.
Narvesen is Norway's leading chain of newsagents. They offer a wide selection of international news and political magazines, but felt that their target group, city people on the move, wasn't sufficiently aware of this, though being socially and politically concious Norwegians. The brief was to do a campaign promoting this selection and at the same time sell more coffee and snacks. The strategy was to do a campaign newsworthy in itself. Be the news, not just talk about it. We then found our angle: President Obama was coming to Oslo for the Peace Prize. Obamarama had hit our nation.

Explain why the creative execution was relevant to the product or service.
Narvesen is an integral part of our cities. The city space is where our targets, people on the move, interact with the brand. Based on instore and outdoor elements the campaign thrived in Narvesen's natural environment. Oslo was packed with people during Obama's visit: locals, visitors and media, all Obamarama-struck. In addition, 10 years ago, visiting Oslo, President Clinton took a break from his official programme to have coffee at a local shop to much attention. Becoming both the news and the word on the street, the campaign brought Narvesen's message and offer to life in a highly relevant way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to do a direct mail, local instore, outdoor and ambient campaign directly targeting the leader of the free world and his entourage and by doing so also getting the attention of the journalists and TV-cameras dedicated to Obama's visit. And most importantly getting the attention of and our message across to our actual target group; urban Norwegians on the move. The campaign targeted Obama and his friends (Will Smith among others) with special offers and calls to action in a humorous tone of voice, providing an excellent arena in which to promote our product to the Norwegian people.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign was quickly picked up online. Then the newspapers caught on, and on the morning of Obama's visit, the campaign got 20 minutes live coverage on national TV, with basically the whole nation watching. Associated Press picked it up, resulting in wide international online coverage, including several of the magazines we promoted. Narvesen was the news. People also started stealing the instore posters as souvenirs. Besides the attention and focus on Narvesen as an up to date newsagent, coffee and magazines sales increased. Tests showed that Narvesen's top-of-mind percentage moved from 12% to 24%. In other words 100%.