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All for Norway
Innovation Norway tried geo-segmented advertising, and more is to come.
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| Henning Feltstykket, Product Manager Mobile and Tablet. | |
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| Ingrid Nernæs, Marketing Manager at Innovation Norway |
To arouse Norwegians' interest in vacationing in their own country, Innovation Norway chose geo-segmented ads on Dagbladet's mobile platform.
This spring and summer, Innovation Norway successfully segmented on Wi-Fi. Dagbladet's readers received a tailored message based on their geographical location. Through the Wi-Fi router, it was possible to find out whether the reader was in Western, Southern and Eastern Norway, Northern Norway or Trønderlag. With this, Innovation Norway served up a tailor-made experience guide from the given region, right in the reader's pocket.
Marketing Manager at Innovation Norway, Ingrid Nernæs, is very pleased with the outcome.
- "This campaign was a pure mobile campaign on the Norwegian market, created to make Norwegians aware of the many exciting experiences and opportunities available in their own country. This is the first time we have carried out geo-segmented advertising, but something we expect to see more of.
High pressure
Henning Feltstykket, Product Manager for mobile and media tablets at Dagbladet, says that the ads were seen on a large scale in all regions of the campaign: Western Norway, Northern Norway, Trøndelag, Eastern and Southern Norway. Eastern Norway had the most eager thumbs with the highest click-through rate, and with almost 2 million impressions in several parts of the country, the campaign was a success.
- During this campaign, we delivered over 9 million impressions that were evenly distributed across the 5 regions. Western Norway received 1.9 million impressions while Southern Norway achieved 1.6 million. Northern Norway, Eastern Norway and Trøndelag received 1.8 million impressions each. "The campaign generated over 18,000 clicks and we saw that Eastern Norway was the most active," Feltstykket explains.
Right in your pocket
- The campaign has contributed to a record high use of the application and over 11,000 downloads. Norwegians accounted for 67% of the use of the visitnorway app in 2013. Sweden accounted for 6% and the Netherlands 5%," adds Ingrid Nernæs.
This July campaign is part of a larger 2013 Norway campaign conducted with media agency IUM.
