In June, one of Norway’s most dangerous men was on the run. Stig Millehaugen is a convicted murderer and was wanted by Interpol when he disappeared after having a temporary leave from Trondheim prison on June 1. Instead of returning to prison, he took a plane from Værnes Airport (TLV) to Gardermoen (OSL) and traveled to Oslo Central Station.
The 53-year-old, who was convicted of double murder, has escaped from prison three times before. Being on the run from the police is about trying to stay hidden. This time, VG made that a bit harder for Millehaugen. Walking around in the city trying to remain anonymous is not that easy when your face is pasted on big digital screens across the country.
Video news from VG is distributed on thousands of public digital screens in Norway. JCDecaux, the world’s largest outdoor advertising company, is one of our partners in crime. When news that a killer was at large broke, we “hit the red button.” Video news from VG covering the Millehaugen story was distributed on multiple screens across the country. VG made the news; JCDecaux provided the distribution platforms.
According to the police, reports suggested that Millehaugen boarded the Oslo Airport Express train during his escape route, so video news from VG was broadcast to passengers in every set of trains. He was caught after one week on the run.
Partners in crime
This is just one example of how VG is making a difference. As the primary news destination, VG is reaching more than half the Norwegian population every day. Since there are endless sources of news for consumers these days, we constantly look for new opportunities to reach out and secure VG’s position as a news leader in the future.
With the mobile screen being the largest distribution platform, we wanted to explore what other screens would be relevant and were naturally a part of Norwegians’ everyday lives and routines.
Teaming up with JCDecaux and several multiscreen companies, we identified great potential synergies between the parties. Joining forces, we are now distributing editorial content from VG on over 1,300 public digital screens; dominating the streets, public transportation, trains, buses, airports, boats, waiting areas, schools/universities, city halls, and shopping centers.
For VG this has a great value in positioning us for the future by being relevant on more screens, giving Norwegians great editorial content, and enabling people to take part in what’s happening in our society. As of June 1, the value of having editorial freshly updated content on commercial screens became even clearer with a killer on the run.
Measuring the effects
VG has a rich menu to offer digital screens, with a broad range of different content. Our multi-use video concepts such as VG News, our explainer videos and entertainment shows, and financial news E24 are now present on JCDecaux’ huge screens across Norway.
Together with JCDecaux we have, from the beginning, measured the response and effect concerning the perception of the screens, with positive and promising results. During the first year of this cooperation, we already have documentation that over 50% of the population has noticed VG’s content on the screens and a solid 54% react very positively to this.
One important and interesting finding from our surveys is that over 52% say this makes them feel more positive toward commercial screens and their attention to the screens arises as they get a mix of great editorial content in between commercial ads. The cooperation has created great value both for VG as a publisher and JCDecaux as a distributor.
VG has always had a natural presence in the public space with the newspaper stands on every corner. Now our freshly updated video news is dominant on digital screens. An important measure for the VG brand is the top-of-mind awareness among Norwegians, which has been increasing.