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Insights into what went into HSMAI Adrian Award 2021 winning entries, excerpted from the HSMAI SPECIAL REPORT 2021 Adrian Awards: Platinum and President’s Award Honorees.
PLATINUM – DIGITAL MARKETING | VISIT NORWAY
Agency Partner: Visit Norway/Maverix
BACKGROUND
When General Motors aired a Super Bowl commercial with Will Ferrell being obsessed with how Norway has outdone the United States in its use of electric vehicles, Visit Norway saw an opportunity to maximize the exposure and highlight the country’s sustainable solutions, in a world increasingly focused on climate change
CAMPAIGN
Visit Norway capitalized on being in the spotlight after the Super Bowl spot, launching a social media campaign that aimed to create a general desire to travel to Norway.
RESULTS
The campaign generated 1.8 million impressions, a reach of 3.1 million, and more than 70,000 engagements across Facebook, Twitter, Instagram, and YouTube. The centerpiece video, “Where are you, Will?” generated 450,000 views and 22,000 engagements. In addition to receiving a lot of media attention and trending on Twitter, the video was listed as one of the top four in Adweek and received favorable mentions in The Next Web, Meedia (Germany), and Kampanje (Norway).