Glatur won the Dagblad case 2014

January 20, 2014

The web TV series GLATUR ran on DBTV in connection with the launch of the Mercedes-Benz GLA in 2014. The series was produced by Field Productions, and the media agency is Starcom. At Dagbladet , Aleksander Hamm is the responsible consultant, and Diana Badi was responsible at DBTV. Jon Axel Nævestad is responsible at Starcom, and the account manager is Stine Hellem, marketing manager at Mercedes-Benz.

The jury's statement reads as follows:

The Mercedes Glatur case is a groundbreaking case. It is innovative and has put content marketing and AFP on the agenda in Dagbladet. The close collaboration between Mercedes, Starcom and Dagbladet has helped make the solution possible. In addition to the very good figures for the campaign, the series was part of an important work on the distinction between commercial and editorial web TV. "GLATUR" challenged Dagbladet's internal dividing lines by getting DBTV to rethink how they could safeguard both commercial and editorial interests.

The case supports the goals of the Dagblad case very well; Targeted, creative and efficient.

An exciting challenge

- It's incredibly nice to work with such a professional and courageous customer who allows us to challenge them and who challenges us back. The case was very exciting to work with as AFP is a path that has not been properly followed before. It placed great demands on the collaboration between Dagbladet, Mercedes-Benz and us. Glatur is an example of how Starcom thinks about communication. It's about creating space and time for ideas in the most important space there is - people's heads. This means engaging the target group on their terms and giving them a good experience with the brand," says Jon Axel Navestad from Starcom.

Aleksander Hamm at Dagbladet is very pleased with what they have achieved internally at Dagbladet:
- "Starcom came to us with a challenge and thanks to them we had to see what we could achieve internally at Dagbladet. It was fun to be involved in a project that helped shape the future dividing lines in Dagbladet," says Aleksander Hamm, consultant in charge at Dagbladet.

The purpose of the Dagblad case is to honor cases that in an extra good, new or different way highlight the opportunities inherent in Dagblad's channels. The best case is rewarded with a professional and inspiring trip to a major European city.

See the Glatur case study here:

Watch the series on DBTV here.