Category: Best Localised Campaign
Advertiser: CITY OF OSLO - DEPARTMENT OF SANITATION
Product/Service: SNOWBOARD WORLD CHAMPIONSHIPS SPONSORSHIP
Agency: SAATCHI & SAATCHI
Media Agency: MEDIAPLUS, Oslo, NORWAY
Creative Director: Øyvind Waage (Saatchi & Saatchi Norway)
Art Director: Snorre Martinsen (Saatchi & Saatchi Norway)
Designer: Eiliv Gunleiksrud (Saatchi & Saatchi Norway)
Developer: Almir Busevac (Saatchi & Saatchi Norway)
Developer: Rune Sandnes (Saatchi & Saatchi Norway)
Digital Director: Håkon Fretheim (Saatchi & Saatchi Norway)
Account Director: Jon Fredrik Sandengen (Saatchi & Saatchi Norway)
Account Manager: Gry Bækkelund (Saatchi & Saatchi Norway)
Account Manager: Martine Stolp (Saatchi & Saatchi Norway)
Planning Director: Patrik Bergfjord (Saatchi & Saatchi Norway)
: Axel Råberg (Stir)
: Christian Bielke (Nodes)
: Phuc Tan Nguyen (Nodes)
: Pål Ulvik Rokseth (Nodes)
: Henrik Beck Kæmpe (Nodes)
Media placement: Film, 1 spot - Cinema - 20th of december 2011
Media placement: Print - local print media - 20th of december 2011
Media placement: Outdoor board, static and digital - subway hub - 1st of february 2012
Insights, Strategy & the Idea
The city of Oslo has struggled to get their message of recycling out to a younger target group, a lot of the previous communication has been regarded by the target group as rules and nagging by the man, do that, do that, and as such it has completely gotten lost.
The fact is that Oslo has one of the best recycling orders in the world, and it is easy to use, you just have to listen to us for a short while.
The world championship of snowboarding was held in Oslo in the beginning of 2012 and we know that this is something they listen to. The championship also has clear environmental focus under the parole, -"keep it green". We thought, why not leverage this and make this as big as possible, perhaps they will listen to us then.
Creative Execution
The hub of the campaign was a Worldchampionship app, through which you got all the practicalities around the championship, plus information about recycling at the event and in Oslo in general.
To kick off the campaign we invited Oslo schools to try out the slopes for free together with snowboarding legend Terje Håkonsen. To encourage downloads of the app we arranged a best trick competition, and while filming your trick the app triggered an AR 3D-live-animation. The boards that triggered the animation was hung up in all the snowboarding areas around Oslo.
Since no cars were allowed at the event we dominated all the commercial space at the subway hub of the championship. This was also supported by a film featuring Terje Håkonsen.
After the championship was over the app transformed into a pure recycling app. So we got into the pockets of the target group.
Results and Effectiveness
Over 75,000 views of hundreds of films (in a city of 600,000). All major media in the region covered the keep it green collaboration and the City of Oslo reached an all time high appreciation of their recycling efforts among those under 30 years-old. And the levels or recycled material is rising after the campaign. Just as we thought it would if they just would listen to us.