This work is relevant because data was at the core of both the message and the targeting. The underlaying data was an integral part of the creative assets, as well as setting the premise for the target audiences. By then combining the customized assets with a granular approach to targeting, we ensured that our campaign was highly effective.

In case of an emergency, knowing CPR can be crucial to save lives. If someone gets a heart attack, the chance of survival is reduced by 10% for every minute that goes without cardiovascular rescue. Sadly, only 4 out of 10 Norwegians know enough first aid to help in a life-threatening situation. The Norwegian Red Cross wanted an idea that could remind as many Norwegians as possible about the importance of learning CPR. KPI: Visits to Red Cross first-aid website.

We found that previous first aid campaigns missed an important element: The disparities in Norwegian geography. Because of our rural nature, help is often much further away than people think. Using data from Norwegian Statistics, we found that the average response time for an ambulance is 17 minutes. In some places, several hours. Idea: We created 422 unique Facebook films, geo-targeted across the country. In each film, a family man suffers from a heart attack, and we follow his wife’s desperate fight to keep him alive while waiting for the ambulance. The twist? To engage each viewer in a direct and relevant way, the waiting time in the film match the actual response time for an ambulance - where they are, when they see it. If a person watched the film in Herøy, the ambulance in the film arrived after 32 minutes, the same as the actual response time.

We wanted to show people the importance of learning first aid, by demonstrating how long they actually have to wait for an ambulance in case of an emergency. The underlaying data, containing information about ambulance response time, was used to create customized video assets and ad copies – tailored and targeted to each target group. On Facebook, we defined 422 target groups based on postal codes for each district. By combining real response time data with Facebook’s geographical targeting options, we could reach and engage citizens across our rural and widespread country in a direct and very relevant way.

Data was at the core of both the message and the targeting. The underlaying data was an integral part of the creative assets, as well as setting the premise for the target audiences. By using data from Norwegian Statistics, we were able to demonstrate how long time each viewer actually has to wait for an ambulance in case of an emergency. The data, and the target groups defined the creative execution of 422 unique Facebook films – geo targeted across Norway. Both the video itself, as well as the ad copies in each of 422 Facebook posts, was customized.

By applying a granular approach to our targeting, we managed to increase our relevance in the different target groups. 422 different target groups meant that the average audience size consisted of less than 10 000 Facebook users, with some target groups even being below <1 000. Despite this, we manage to get significant reach across the target groups, as well as seeing the overall performance of the ads deliver very effective and cost-efficient. The campaign reached 1/3 of the Norwegian population. 1.000.000 organic views. 80.000 visits to Red Cross’ first aid website (Population: 5 million)