Discovery to the final of Aller Best 2018

In the spring of 2018, the Elite Series kicked off in record time, and Discovery had to compete against several of the major winter sports for both audiences and TV viewers in the first weeks of the season.

Ahead of the start of the Elite Series, Discovery wanted to make as many people as possible aware that the series started on March 10 on Eurosport. They also wanted to create engagement ahead of the start of the season and mobilize supporters.

Football is about emotions

Futatsu came to Aller with an idea that was all about tackling the most engaging - and most emotionally charged - issue: rivalry.

- Based on the insight that football is all about emotions, and that what brings out the strongest emotions is rivalry, we decided to address this rivalry. The solution was Roast Your Rival, or "Jack a supporter". Supporters were given the opportunity to remind each other of events from last year that they would prefer not to be reminded of. You could create and send unique banner ads that were displayed on the front page of Dagbladet," says Alexander Mostue, Media Advisor at Futatsu.

Three-step campaign

Display ads on the front page of Dagbladet.no had the message "Do you want to bother a supporter?"

Clicking on the ad took you to a generator on a Eurosport landing page. Here you could create a personalized banner ad on Dagbladet.no. You could easily choose the message in the banner based on which team the recipient supports, fill in their name, and then send it to friends and acquaintances through Facebook Messenger, email or by copying the unique link and sharing it in other channels.

The recipient then received their unique banner on Dagbladet.no. Clicking on the ad took them to a landing page with a campaign overview.

The idea required a completely new technical rig at Aller. Would it be possible?

With a short deadline and many uncertain factors, one of the questions beforehand was whether the idea could be implemented at all.

- In Aller, we mobilized everything we could to develop the idea Futatsu had into a finished solution. We succeeded, and the campaign was on air by the deadline. In that sense, our first goal was achieved," says Olve Brekke, Campaign Manager at Aller.

On average, 2 minutes and 23 seconds were spent on the campaign page.

The CTA target for the ads was 10,000 and the result was 14,447. The target for the number of unique users on the campaign page was 15,000, and the result was 26,924.

- "This is an incredibly good result, and the campaign exceeded all expectations," says Brekke.

- "For us as a media and advertising agency, it's essential to find media partners who open up and challenge established frameworks. We've done a lot of good work with Aller in recent years, and it's nice to have a media partner that not only responds to the brief, but also helps to challenge it," says Mostue at Futatsu.