To win the channel election. Elections deciding which channels will make up the package that viewers receive are held only every two years, making it vital to be elected.Just the channel with the most votes in each category is guaranteed to be included in the package. Animal Planet was in the documentary category.

Cable penetration in the capital was mass and broad. Therefore the target audience was all adults, with a cable viewing bias.

The overriding goal was to ensure that Animal Planet was elected into the Norwegian cable TV package.

We live our lives in the urban jungle. However Animal Planet's programming consists of an altogether different and less familiar kind of jungle, which the majority of urban people only ever experience through television.Our idea was to bring the two worlds together – the urban jungle and the natural jungle - in that embodiment of urban-ness, a capital city's metro stations. We dominated the metro and turned it into a wild Animal Planet jungle.The media team created this idea, instigated the research that led to the idea, and planned all actualisation and implementation specifics described in this entry.

Creative application rather than creative self-indulgence defined this campaign.Creative application to research and knowledge about the target audience led us to create the out-of-home extension of Animal Planet in the metro, where we entertained adults in a usually dull and wasted part of their day - commuting.

This experiential use of outdoor solved a key challenge with communicating TV channels – how to bring the brand alive, outside the living room.Overwhelming success. Animal planet was elected in 17/20 regions – the most ever. It's biggest rival, National Geographic, failed to be elected into a single region despite spending substantially more.