Tv2: 100 YEAR OLD AD

Credits & Description:

Advertiser: TV 2
Agency: McCANN OSLO
Category: Best Use of Print
Ad-Assistant: Anne Hildremyr (McCann Oslo)
Design: Charlotte Havstad (McCann Oslo)
Account Director: Jorgen W. Berke (McCann Oslo)
Creative Director/Copy: Jorgen Jaerum (McCann Oslo)
Design: Karl Bryn (McCann Oslo)
Account Manager: Katrine Berget (McCann Oslo)
Art Director: Frank Undheim (McCann Oslo)

Execution
As part of a bigger campaign to launch this season’s premiere, we created a unique print ad. We bought the first and last page of Norway’s largest and oldest newspaper “Aftenposten”, and printed their original content on that exact date 100 years ago. A simple idea that instantly took the reader back in time, and highlighted every day life similar to the life at “Farmen”.Aftenposten has a long tradition of serious journalism, and is by many regarded as a conservative newspaper. Due to this people were even more suprised that they would use their cover for advertising. Aftenposten on their side saw it as an oppurtunity to show the readers their digital newspaper archives service and tell the industry that Aftenposten is open to other types of advertising possibilities.

Strategy
The 100 year old ad. “Farmen” is a long lasting Norwegian reality TV show now in its 7th season.It’s similar to “Survivor”, but with a twist. The show’s setting is rural Norway,100 years ago. The competitors must overcome every day challenges tobecome the winner.

Effectiveness
The premiere of Farmen was watched by 1.137.000 people, setting a viewership record for the series .That means that 59,1 percent of Norways TV viewers selected "Farmen" over other programs.