2014 Finalist

VG - Chess World Championship 2013

VG

Oslo, Norway

Category Events to Build a News Brand

Media associated with this campaign

Overview of this campaign

  • Be the preferred media house for following the Chess World Championship 2013 (without having the official broadcasting rights). Create a buzz and make the chess games be on everyone’s lips.
  • Get the average Joe (not only the traditional chess enthusiasts/geeks) to follow the World Championship in Chess on VG
  • 250 000 views of VG documentary about the chess player Magnus Carlsen
  • 60 000 views per episode of VGs live online chess broadcast of the Chess World Championship 2013
  • Increase knowledge in the Norwegian population about VG’s sponsorship of Magnus Carlsen by 100% (from 10% to 20%)
  • Increase top of mind (unaided awareness) of VGTV from 24% of the population to 27% of the population by the end of 2013

NB: SEE ATTACHED VIDEO CASE MOVIE FOR BACKGROUND, OBJECTIVES, RESULTS AND WHAT WE DID. OR USE THIS URL: http://icecube.cc/player.aspx?video=dde24a8b-64ce-485f-9920-8653a1e698dd&player=83f32606-50b6-4d4e-a2d0-208710c1fca2&station=1fc2bbfc-95fc-4c10-8757-4e4c6d7eec0f&width=900

 


Results for this campaign

The results were beyond expectations - we had created Chess euphoria!

  • 6 of 10 Norwegians followed the Chess Championship and Magnus Carlsen’s Facebook page went from little over 36 000 followers to over 235 000 in three weeks!
  • In the second week of the games we had more unique users at VGTV than the Government owned National Broadcasting station, NRK web-TV. And they had the rights to the event. This is also the first time “the small and new” brand VGTV takes down the “large and settled” brand NRK.
  • VG’s coverage of the championship was seen by Norwegians all over the world.
  • 680 000 views of VG documentary about the chess player Magnus Carlsen!
  • 330 000 views per episode of VGs live online chess broadcast of the Chess World Championship 2013!
  • The knowledge for our sponsorship increased with 170%!
  • Top of mind VGTV: Increase in top of mind by the end of the championship: 17%. Increase by the end of the year: 25%.

NB: SEE ATTACHED VIDEO CASE MOVIE FOR BACKGROUND, OBJECTIVES, RESULTS AND WHAT WE DID. OR USE THIS URL: http://icecube.cc/player.aspx?video=dde24a8b-64ce-485f-9920-8653a1e698dd&player=83f32606-50b6-4d4e-a2d0-208710c1fca2&station=1fc2bbfc-95fc-4c10-8757-4e4c6d7eec0f&width=900

 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory