The aim of the campaign was to increase awareness and preference for P1’s podcast offer.
In the last couple of years DR P1 has significantly upped its podcast game with weekly serial and stand-alone publications. The objectives of the campaign was to increase the awareness of P1’s podcast offer as well as emphasize the distinct quality of P1’s podcasts: That a P1 podcasts is so immersive, that it is hard to put away – even if the situation calls for it.
Target audience: Podcast listeners who had yet to discover P1’s podcast offer.
TV campaign for Yr, NRK’s weather service.
TV campaign for Yr, NRK’s weather service
yr.no is the joint online weather service from the Norwegian Meteorological Institute ( met.no ) and the Norwegian Broadcasting Corporation ( NRK ).
About the brand
Yr is always close to the weather - but also close to people.
Weather is most important when it affects us, humans. The vast majority of us don’t care about yesterday’s weather. We need to know whether we have to change to winter tires or if the kids have to wear a sweater or sunscreen. When Yr is close to people and their needs concerning weather, our communication becomes more emotional and effective.
Our brief
The summer of 2020 was different for all of us. The pandemic was at full effect. We all understood the serosity and uncertainty; this would affect our lives.
A summer holiday usually offers the necessary recreation. And Norwegians, with our long and cold winters, is no different. No one travels abroad more than us during the summer. Unfortunately, it wasn’t possible to take a break from the corona epidemic, nor to travel from it.
The 2020 holidays were destined to be very different from what we are used to.
However, there is always a positive side to things. Norwegians were bound to stay home and explore their country, together with their family. Norwegians prepared well. We saw that cabin and RV rental and outdoors equipment sales was at a record high. There was little doubt that the Norwegian weather and temperatures, both on land and at sea, would be essential to people this summer.
With this as a backdrop, the idea of creating a Yr-promo that positively highlights summer and Norwegian holidays seemed both correct and important. Also, Yr launched a smart new feature in the service; they now also provided water temperature for all beaches, all along the Norwegian coastline.
