2015 Finalist

The «Magnus-Sweater» - A tribute to Chess World Champion, Magnus Carlsen (2014)

VG

Oslo, Norway

Category Brand Awareness Campaigns

Media associated with this campaign

Overview of this campaign

Our key goal was creating a communication concept that complied with VG’s branding strategy of explaining complicated matters in an entertaining way.

The solution was a charming activity which relied on Norwegian traditions. Inspired by the popular and iconic Norwegian knitted sweater, the “Marius sweater”, we invited the Norwegian people to make a brand new design – the “Magnus sweater”. (Mulig jeg tar bort dette hvis det er for langt)

Our goals were:
• 200 000 views per episode of VGs online chess broadcast (web TV)
• Get 80 000 viewers to our newly launched TV-Channel (linear TV)
• Increase brand association: “entertainment” with 10%
• Increase brand liking with 2 %
• Heighten the interest for the World Chess Championship
• Create an activity that engages the Norwegian public


Results for this campaign

• 240 000 views per episode of VGs online chess broadcast (web TV)
• 60% more unique users than the public broadcaster NRK’s web TV.
• 100 000 viewers per day of which 65% were under the age of 50. (Linear TV)
• 26% increase in brand association: “entertainment” by the end of the championship (from 23% to 29%)
• 5% increase in brand liking by the end of the championship
• (From 43% to 45%)
• The «Magnus sweater» site had 154,000 unique users, all of whom on average spent 3 minutes and 19 seconds on the site. (Normally users spend 49 seconds on advertisement driven sites.)
SEE ATTACHED VIDEO CASE MOVIE FOR BACKGROUND, OBJECTIVES, RESULTS AND WHAT WE DID- OR USE THIS LINK http://icecube.cc/video/vg/chess2014


Contact

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