SINGING WEATHER GIRL by Dist Creative for Tv2

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SINGING WEATHER GIRL

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Norway
Agency Dist Creative
Copywriter Geir Sindre Breivik, Eli Kari Gjengedal
Released September 2009

Credits & Description

Category: Best Use of Television
Advertiser: TV2
Product/Service: X FACTOR SINGING CONTEST
Agency: DIST CREATIVE
Date of First Appearance: Sep 3 2009 12:00AM
Entrant Company: DIST CREATIVE, Oslo, NORWAY
Crative Director / Art Director: Eirik Sørensen (DIST Creative)
Crative Director / Art Director: Finn Knudsen (DIST Creative)
Viral Marketing Consultant: Martine Kveim (DIST Creative)
Account Manager / Managing Director: Morten Isachsen (DIST Creative)
Copywriter: Eli Kari Gjengedal (TV2)
Copywriter: Geir Sindre Breivik (Rubicon)
Project Manager: Sunniva Lange (TV2)
Media placement: TV Live Stunt - TV2 - 3 September 2009

Results and Effectiveness
Immediately after the weather forecast, blogs and social media exploded with comments and links. The following morning we were front-page story on the two major tabloids, as well as all major digital newspapers who showed the whole stunt. The song was played on the radio, and the radio station P3 even did their own remix. When the first episode of X Factor aired, it had more than 566,000 viewers. This equals to a total market share of 36.8%, and over 60% market share in the main target audience. The stunt generated an estimated marketing value of 600,000 Euros.

Creative Execution
We needed to prove that the talent could be hidden anywhere. And that it could come to life when you least expect it. And so we did. For hardly any money at all. We turned to the TV2 staff itself. What if we challenged the weather girl to sing the the whole weather forecast? From the beginning to the end. In rhyme. Live! September 3rd 2009, primetime: People all over Norway were waiting for the daily weather forecast. But instead of the ordinary report, they saw the weather girl Eli Kari Gjengedal, sing the whole weather forecast! In the end, a banner popped up reading; We're ready for X Factor - Are You? We new that the stunt had a huge viral potential. Immediately after the forecast we seeded high quality footage on strategic websites like Facebook and YouTube. Now people had everything they needed to spread the word.

Insights, Strategy & the Idea
TV2 is the largest commercial TV Channel in Norway. Fall 2009, their major launch was the Norwegian version of the talent show X Factor. This was a new talent show, so the target audience didn't have any relationship to the programme at all. Objectives: On a very limited budget, our challenge was to get as many people as possible to watch the first episode. The brief for the campaign had the the same objective as the show itself: Make this the the talk of the town. Insight: People love talent shows because you never know where the talent come from. The next superstar could be a guy who works at the supermarket, an old lady or nine-year-old girl. The talent can be hidden anywhere. And we proved this to the target audience, in a very relevant way. By using TV2s own channel in a new and surprising way.