Situation:

Open 24-hours a day, 7-Eleven is where Norwegians typically get contraceptives when the need more or less spontaneously occurs. Unfortunately, too many of them don't.

Brief:

Remind Norwegians that 7-Eleven has condoms, preferably in a way that is hard to ignore.

Objective:

Make 7-Eleven know as the go-to place for condoms.

A small nation on the outskirts of the planet, the world is by and large indifferent to Norway. When the country once in a blue moon makes international news, the context is usually positive - like the UNs happiness report, the Winter Olympics or our scenic nature. It doesn't happen very often, and that is why international news about Norway usually gets a lot of national press. How would Norwegian media react if international news ran a story about something Norwegians had no reason to be proud of? Like our skyrocketing rates of chlamydia cases?

The campaign lasted one week, and consisted of an online-film on 7-Elevens own Facebook and more than 125 boards strategically placed at the Oslo airport, the main train stations and other places heavily visited by tourists.

With a budget of only 70 000 NOK (roughly 7383 Euros) the campaign reached 1,57 million people - or roughly 40% of the population in Norway, with a brand linkage of almost 65%.

The campaign became a reference point in a national debate about why so many Norwegians neglect to protect themselves, where representatives from various health organizations applauded 7-Eleven for addressing an important sexual health issue in a commercial campaign.