CATEGORY 12 - BEST OVERALL CAMPAIGN

Multi channel campaign for the radio morning show, P3-Morning, on NRK P3
Multi-channel campaign for P3 Morning

P3 Morning on NRK P3 is Norway’s most popular radio talk show for young people. The program promises light conversations and uplifting music to make waking up easier.

Our brief

Our brief was to develop a concept that conveyed the brand message and engage the target audience fast and clear on all NRK’s available channels (not paid media).

We build our whole concept on a clear insight; being a morning show that airs at 06.00, P3 Morning is the radio show closest in time to the listeners’ dreams.

Our idea:

THE DREAM

– Wake up with P3 Morning and Adelina and Martin.

The concept is based on removing the short time between the listeners’ "dreamland" and our radio show. By doing this, we allowed ourselves to dig into the listeners’ dreams, in every meaning, dreams at night and dreams in life. And, in a fun way, encourage the target audience to tune in – and wake up with P3 Morning.

The Dream concept was rewarding, not only creatively. By blending the audiences’ dreams and the radio show, we got the opportunity to present P3 Mornings popular hosts in a new and quirky way. And in a style that suites the shows personality and promise perfectly. We also emphasized the close and strong bond between the hosts and their listeners – the radio show is based on constant interaction with the audience. And last but not least, we showcased how the NRK Radio app can be used as a clock radio, a pretty neat feature.

Executions

Our campaign was launched with a 30s TVC, showing a young girl's dream about dancing. The dancer’s dream was followed by another TVC of a young male skateboarder who dreams of going pro.

The TVC’s were followed by a full week on the morning show with a "dream theme”, inviting a wide variety of dream specialists, like psychologists, celebrities, and dream readers, to talk about dreams on air.

We also went to relevant social media to engage the target audience: Snapchat, Facebook and Instagram. Here, the show had a running dialogue with the listeners, encouraging them to share their most exciting dream on a campaign web site. The incentive was to get their dream made into a TVC. Also, everyone who participated won a pair of pillowcases with the show hosts’ faces on them to literally wake up with Martin and Adelina (these became quite popular).

The Winner

Among 1500+ contributions, Helene, a woman in her twenties, melted everyone's heart with a funny and sentimental dream of being a country singer who gets interrupted by the drummer who proposes to her in the middle of her concert. She won both the competition and, of course, a dream day at NRK.

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