“Log on to NRK” To compete with commercial providers (Netflix, Spotify etc.) and deliver equally good functionality, we need our audience to log on to our online services. So, this year, NRK launched one log in for all services – news, weather, Radio and TV. To convey the message, we needed a shared message. We couldn’t focus on only one service or one functionality alone. Our strategy was to make it about what our services give to our audience – rather than just tech and functionality. Our Concept: What does it really mean to be “logged on”? We found that logged on, is transferable in Norwegian. And could be used to describe that you’re enlightened, connected, aware or lots of other things – both emotions, actions and values. By playing with it, our campaign slogan emphasized what we as a public broadcaster offer, through our different online services. In TV-commercials – and online, trough banners, radio ads and host announcements, we told our audience that by logging on to NRK, they could log on to … the world, sport, culture, dancing, travels, friends, family, nature, and so on. So, not only what our online services does – but how they enrichen the lives of our audience.