Tv2 Promo, Case study MESSAGE ON CALLING SYSTEM by McCann Oslo

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Norway
Agency McCann Oslo
Art Director Geir Gammern Florhaug
Copywriter Frank Standal Dybhavn
Producer Eskil Vincent Paus
Released February 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: TV 2
Date of First Appearance: Feb 23 2010 12:00AM
Entrant Company: McCANN OSLO, NORWAY
Art Director: Geir Florhaug (McCann)
Copywriter: Frank Standal Dybhavn (McCann)
Account Director: Thomas Høgebøl (McCann)
Project Manager: Beril Holte Rasmussen (McCann)
Producer: Eskil Paus (Både Og)
Media placement: Stunt - Shopping Center - 23rd February

Results and Effectiveness
The premiere got 875,000 viewers, which is all-time high for a reality show premiere on any channel in Norway.

Creative Execution
To promote the premiere of The Farm, we came up with the idea of talking to the target group where they do their shopping. This is a place where they can get all kind of technological stuff witch they did not have a 100 years ago. Everything is so simple at the shopping centre. When the centre has a message to announce, they use the calling system (missing kid, centre closing, different offers, and so on). We used a really old man, and made him use the calling system. The centre music suddenly stopped, and his old voice filled the shopping centre. He then talked about how easy we have it when we want to announce things. 100 years ago they had to scream out their messages.

Insights, Strategy & the Idea
The Farm (Farmen) is one of the most popular reality shows in Norway. The participants are “sent” 100 years back in time where they have to live on a farm, as people did a 100 years ago. Script in English: In a shopping centre. An old man interrupts the music that's playing on the calling system, and starts talking. Calling system: Ding Dong! Old man: Okay! So I just have to push this button and then I can talk to all of you in this... shopping... centre? (He's not so sure what a shopping centre is) Let me tell you one thing! 100 years ago you couldn't just hold in a button and talk into an electric speaker-thingy! Then you had to scream out when you had something important to announce. See how we managed to live our life 100 years ago. Follow The Farm and the struggle for survival on TV 2, from 1st March.