The Labour Party Case study Taxi Stoltenberg, 4 by Try/Apt Oslo
The Labour Party: Taxi Stoltenberg, 4
Awards:
| Epica Awards 2013 | ||
|---|---|---|
| Interactive | Online Films | BRONZE |
| Eurobest 2013 | ||
| Branded Content & Entertainment | BEST USE OR INTEGRATION OF EXPERIENTIAL EVENTS | Bronze |
| Media | CHARITIES, PUBLIC HEALTH & SAFETY & PUBLIC AWARENESS MESSAGES | Bronze |
| Film | INTERNET FILM | Bronze |
| Media | BEST USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING | Bronze |
| Outdoor | AMBIENT: STUNTS & LIVE ADVERTISING | Bronze |
| PR | BEST USE OF LIVE EVENTS, STUNTS, CELEBRITY ENDORSEMENTS | Bronze |
| Cannes Lions, 2014 | ||
| FILM LIONS | Internet Film: Viral Films | BRONZE |
| PR LIONS | Practices & Specialisms: Media Relations | BRONZE |
| The New York Festival, 2014 | ||
| Branded Entertainment | Politics & Government | Second Prize Award |
| Cresta Awards 2014 | ||
| Promotions & Incentives | PR Events | Gold Winners |
Credits & Description:
Client ARBEIDERPARTIET (THE LABOUR PARTY)
Product ARBEIDERPARTIET
Entrant TRY/APT ADVERTISING AGENCY Oslo, NORWAY
Type of Entry Product & Service
Category CHARITIES, PUBLIC HEALTH & SAFETY & PUBLIC AWARENESS MESSAGES
Title TAXI STOLTENBERG
Product/Service ARBEIDERPARTIET
Entrant Company TRY/APT ADVERTISING AGENCY Oslo, NORWAY
Advertising Agency TRY/APT ADVERTISING AGENCY Oslo, NORWAY
Egil Pay Try Art Director
Lars Joachim Grimstad Try Copywriter
Kjetil Try Try Account Director
Morten Polmar Try Account Director
Cathrine Wennersten Try Account Manager
Mikkel Sandemose Pravda Director
Erik Schøien Pravda Producer
Mette Waaberg Pravda Producer
Marianne Eskeland Try Designer
Results And Effectiveness:
The Norwegian version of the video got 1,5 million views on youtube (in a country of 5 million). The video aired in news stations and newspapers world wide, including NBC(Today show), ABC, BBC, Fox News, Al Jazeera, TV5 Monde etc. Headlined all the Norwegian news, including the evening news at the biggest and second biggest TV-channels. Front page on VG, Norways biggest newspaper etc. When the video was shared, the polls(TV2) showed The Labour Party at 28,6%. Two weeks later, they were up to 33.6%. Election day, The Labour Party regained their position as the biggest political party in Norway.
Creative Execution:
A month before the election, we posted the video online via The Prime Minister's Facebook page and Twitter account. We also shared the video with the press.
Insights, Strategy And The Idea:
BACKGROUND In Norway, political parties are, by law, not allowed to advertise on TV. CHALLENGE: After 8 years in government, The Norwegian Labour Party was struggling in the polls. 4 weeks before the election, The Conservative Party was leading the polls by a wide margin. The Prime Minister, Jens Stoltenberg, was criticized for being distant and out of touch with the man in the street. OBJECTIVE We wanted to show the real Prime Minister, with all his passion and devotion for the Norwegian people. STRATEGY So we gave the Prime Minister a day off. And put him where real politics are discussed, by real people. In a taxi. In downtown Oslo. We filmed the whole thing, of course.