Cannes Lions

Boring, but important

GEELMUYDEN KIESE, Oslo / THE NORWEGIAN LABOUR INSPECTION AUTHORITY / 2016

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Credits

Overview

Description

We constructed an absurde universe strictly around our target audience' media habits and interests. Everything we did, and all the channels we used, were on their premises. Our main channel was YouTube, supported by Facebook, Snapchat and PR.

We acknowledged that what we needed the audience were, literally, Boring, but important. So we named the campaign just that.

We knew that our target audience really didn't care about our primary message. They were of course more interested in memes and funny videos than employment contracts. So we decided that instead of trying to compete with their absurd and meaningless humour, let's make some absurd and meaningless of our own. Content for them to share, like and talk about with their friends. Something they would embrace and enjoy.

There was just one hatch: They needed to take in 5 seconds of boring, but important information first.

Execution

We launched the digital campaign “Boring, but important”, which was targeted directly at young adults. First we gave them boring, but important content and then we rewarded them with absurd entertainment.

The 10 tailor made YouTube pre-rolls would give you all the information you needed in the first 5 seconds so you wouldn't be able to skip the message. It then redirected you to the campaign's Facebook page, where you could ask the main character from the films everything about labor rights.

We supported the campaign with the possibility of snapchatting with the campaign, and also with extensive PR-work. The PR-work resulted in, amongst many things, a 15 minute segment on Norway's largest news channel - where The Norwegian Labor Inspection Authority present why this should be on every Norwegian youngster's agenda this summer.

Outcome

With a target audience of less than 600 000 people we managed to get 800 000 unique views. 85% of the views were from users between 18-25. Even when they had the opportunity to skip, the majority didn’t.

Within the campaign period we also reached more than 10000 followers and answered hundreds of questions on Facebook.

The campaign got heavy coverage in the media and directed the conversation towards the employers.

In the end, it is safe to say that “Boring, but important” turned out to be just what we aimed for: the weirdest, but most effective governmental campaign towards young people in Norway, ever.

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