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basics
Industry: Transport & Tourism
Media:Promotion & Event
Market:Norway
Style: Minimalism
credit
Brand:
Agency:
Creative Director:
Account Manager:
Production Company:
Other credit:Project Co/Ordinator: Elisabeth Andonov
Project Co/Ordinator: Linda Tillier
Managing Director: Ola Per Ekblom
Creative: Stian Bech Letessier
Sound Engineer: Charlotte A. Trolin
descriptioncnen
Campaign Description
The branded entertainment market is still quite small in Norway and even smaller for podcasts. The podcast Tusvik&Tønne however, has over 200 000 downloads a month and is one of the biggest podcasts in Norway. Whereas every broadcasting network has strict restrictions regarding the use of native advertising in their editorial space, podcasts are free to advertise as they wish, as long as they make the consumers aware that it is sponsored. Much like blogs and other independent platforms.
Effectiveness
Challenge: Help NSB with their liking.Strategy: We decided to let Tusvik&Tønne work in the NSB customer service. Execution: Tusvik&Tønne found complaints on NSB's Facebook page and took sides. Sometimes the passenger was to blame, but usually the fault was with NSB or some external entity over which NSB had no control. The complaints were solved in the podcast for the world to hear, but were also put in NSB Entertainment, where NSB's customers could listen to two of the most famous Norwegian comedians make comedy on NSB's behalf. The humor was edgy and unusual for a company like NSB. This series was released over the course of four months. In total 14 episodes were made.
Implementation
The podcast Tusvik&Tønne has a steady audience of over 200 000 downloads a month. The complaints were solved as an integrated part of the podcast. The complaints were also put as entertainment in the newly launched NSB Entertainment app. The content of the app was advertised on board of the trains and on the train stations.
Outcome
Tusvik&Tønne was some of the more downloaded content in the app. The listeners of Tusvik&Tønne shared the news on twitter and Facebook and congratulated NSB on twitter for hiring Tusvik&Tønne. NSB was very happy with the results Tusvik&Tønne created for them.
Relevancy
NSB Entertainment is an app launched by NSB (the national railway) to provide their customers with entertainment. In this app there are several podcasts, playlists and audio books. By hiring Tusvik&Tønne to solve complaints to NSB in their podcast and presenting the resulting material as entertainment in the app, NSB offered their passengers entertainment on NSB's behalf.This is entertainment and not traditional advertising.
Confidential Information
The campaign was so successful that NSB will do it again this summer.Link to NSB Entertainment:https://www.nsb.no/tilbud-om-bord/nsb-underholdningsappLink to the podcast Tusvik&Tønne:http://www.tusvikogtonne.no
awards
Cannes Lions International Festival of Creativity 2015
Shortlist Branded Content & Entertainment
Non-Fiction: Online Series (minumum 3 episodes)
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