Rockin' Around The Christmas Tree - Brand Building for 30 Years
2020 Finalist

Rockin' Around The Christmas Tree - Brand Building for 30 Years

Schibsted

Bergen, Norway

Category Best Use of an Event to Build a News Brand

Media associated with this campaign

Overview of this campaign

Bergens Tidende (BT) is one of the largest newspapers in Norway with approximately 80,000 subscribers. It is the most important paper for Bergen and Western Norway, and one of Europe’s leading regional digital media houses. Founded in 1868, the newspaper's reporting from the city, region and country has made it an institution in its hometown Bergen, the second largest city in Norway with over 270,000 inhabitants.

Lysfesten (Festival of Lights) is Bergens Tidende's gift to the city and was arranged for the first time in 1989. Over the course of 30 years, Lysfesten has become an important Christmas tradition, not only for the people of Bergen, but also for many visitors from other countries and Norwegian cities.

BT has always strived to give something back to the subscribers and to show the brand Bergens Tidende in other ways than just using traditional marketing channels. For over 30 years, the Lysfesten event has helped Bergens Tidende build its brand, created loyalty, and differentiated us from other brands and competitors in a unique way. We have also built brand awareness and affinity; crucial for sales and subscriber acquisition.

Objectives for this campaign

  • Promote Bergens Tidende (BT) as an important institution in Vestlandet and Bergen

  • Reinforce the position and strengthen the brand

  • Highlight that BT is the host for the event and that this is a gift to the city 

  • Increase loyalty amongst subscribers

  • Attract new subscribers

 


Results for this campaign

Around 30,000 people attended the event i 2019, equivalent to 10% of the city’s population.

bt.no: Page views increased by 12.8% compared with the previous 4 Saturdays.  28,344 people read the article about Lysfesten 2019 (before the event) and the livestream on BT had 44,443 views.

Facebook: The event reached 370,500 people and generated 40,500 responses. 30,800 people stated they were ‘interested’ and 9,600 were ‘present’, according the event details. Facebook ads with request to share picture of best Lysfest memory and tradition, and information about the program reached 288,509 people and received 3512 clicks

Snapchat geofilter - for only 70 USD we generated: 

  • Total reach: 108,600

  • Earned impressions: 260,400

  • Shares: 4900

  • Share rate: 78%

Brandtracker: Significant increase in advertising awareness among BT readers in December, just after the event.

 


Contact

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