World first at the bottom of the ocean

In challenging times for Norway as an oil nation, Statoil had to highlight the optimism surrounding the world first Åsgard and new technological advances. They needed to build knowledge about the start of production of the world's first subsea gas compression facility - a quantum leap in subsea technology. Statoil wanted to showcase this gigantic facility.

They primarily had to communicate to the typical NTNU student and industry talent. To create trust, pride and faith in the future, they also had to reach Statoil employees and the Norwegian people.

Creativity, media innovation and technology
The spectacular opening of Åsgard deserved a spectacular mobile ad. In close collaboration with Statoil, TRY/Apt, IUM and Madington, Aller had to think outside the box.

The idea was to take the target group all the way down to the bottom of the sea and give them a real-life experience of the enormous dimensions of Åsgard through their mobile phones.

Mobile is a personal and engaging channel and was therefore perfect for creating involvement and excitement in the campaign. In addition, Statoil utilized the mobile's gyro function to reinforce the message "Statoil. The power of the possible."

On Friday, October 16, 2015, Statoil took over the entire Dagbladet mobile, all ad spaces and impressions were dedicated to the campaign. With full dominance, they were able to tell an exciting and complex story in a unique way.

In the first ad banner, the target group's curiosity was triggered to explore Åsgard by scrolling down the front page of Dagbladet mobile.

In the next ad banner, the reader was invited to take a look around the seabed using the accelerator in the mobile phone, which showed a tense image of the seabed compressor in the North Sea. By combining both parallax and gyro functions, the target audience got a realistic impression of the enormous dimensions of Åsgard.

A further four ad banners were used to convey the full story. Statoil thus had a total of six integrated messages on the front page. The dominance was crucial to capture the reader's attention.

The solution created a rich, exciting and unique experience on mobile without the reader having to click on the ad. And readers got the feeling that there is a real world behind the front page of Dagbladet mobile

The power of the possible
The campaign produced fantastic results and a two-sided effect where media innovation communicates Statoil's technical world news. The solution received a very high level of attention in the market, even with visibility for only one day - in only one channel; 100% of views on 100% of ads in 1 day = 100% hits on 562,000 daily users on Dagbladet mobile.

In addition, Statoil received good industry attention. Henrik Staib, Strategic Group Account Manager at Aller, says that the campaign has become a door opener for creative solutions at Aller:

- The combination of creativity and technology proves that the solution was exactly right and that we reached the target audience; they spent an average of 25 seconds on the ad with the gyro function. A result like this has never been seen before in a commercial context.

Involved:
Project manager in Aller: Henrik Staib, Strategic Group Account Manager
Mobile Manager in Aller: René Selsø
Statoil: Henrik Øinæs Habberstad, Head of Creative Strategy, CCOM BC
Media agency IUM: Hanne Thomassen, Henrik Birkeland, Lars Istre
TRY/APT: Anders Holm, Sebastian Prestø, Sven Jensen, Annette Werner, Joacim Sjöberg, Magnus Bergman
Madington: Patrik Wilhelmsson

For more information about this case and other opportunities in Aller, please contact Henrik Staib.