2015 Finalist

VG – Linear TV- Channel launch (2014)

VG

Oslo, Norway

Category Launch of a Brand or Product to Create An Audience Segment

Media associated with this campaign

Overview of this campaign

In order to achieve the goal about being available to everyone, regardless of platform and attract a new audience segment, VG launched its own TV channel in the autumn of 2014, through Canal Digital. VG wanted to create a TV-channel that was appealing to the internet generation. Therefor we deliberately aimed the campaign towards a younger audience by using young people in the campaign and chose to mix traditional marketing methods with new and innovative stunts.

Goals:

• Increase awareness that VG is launching a TV channel among the population of Norway - from 0 to 30%
• Increase top of mind (unaided awareness) of VGs new TV-Channel - from 0% to 7%
• Get a majority of young viewers (under the age of 50)


Results for this campaign

Results:

• The awareness amongst the general population went from 0 to 49% - 63% more than expected
• The awareness amongst the customers of Canal Digital went from 0 to 58% - 18% more than the general population
• In week one 70% of the viewers were aged between 15 and 49
• 57% Increase in top of mind (unaided awarness) by the end of the campaign ( from 0 to 11%)
• In week one 70% of the viewers were aged between 15 and 49
• 45% of the viewers that saw the commercial takeover on TVNorge (one of the marketing stunts) had previously never seen VG's TV channel

SEE ATTACHED VIDEO CASE MOVIE FOR BACKGROUND, OBJECTIVES, RESULTS AND WHAT WE DID- OR USE THIS LINK http://icecube.cc/video/vg/vgtv


Contact

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