Overview of this campaign
Our key goal was creating a communication concept that emphasized the importance of VG as a publishing house and suited VGs brand as a provider of a wide range of news, sports and entertainment.
As a basis, we choose the 30 most important historical events over the last 70 years and reminded people of the role of the press, and especially VG, during major events. We made a reel of the main news events over the last 70 years, where each event was presented by employees from VG. In addition, we launched an interactive story that allowed you to see the stories behind the events, told by the people featured in the commercial.(http://www.vg.no/70aar/)
Our goals were:
- Make a story that people would love, one that would engage the public and create enthusiasm
- Match the public perception of VG
Results for this campaign
The results exceeded all expectations
- 84% said they loved the campaign, whilst the industry average for positive feedback on campaigns, normally lie at a mere 52%
- 61% agreed that the commercial matches their perception of VG
According to the media agency MediaCom, the commercial was the biggest hit of the summer, and in the top three in 2015 as a total. It is also one of VG’s most popular commercials of all time, and the public loved it.
Interactive story: http://www.vg.no/70aar/