Unique campaign continues in Aller Best Q3

Shortly after its premiere in 2017, the movie version of Stephen King's "IT" became the world's highest-grossing horror film of all time. Two years later, Aller Media was challenged by SF Norway and media agency PHD to create a unique solution to communicate that the sequel "IT: Chapter 2" was coming to theaters.

In collaboration with Artworx and Madington, Aller Concept Store delivered on the order!

Impressive collaboration

SF Norway wanted to create high awareness of the premiere through the use of scary and identifiable elements from the "It" universe, and to tailor a campaign that started the movie experience even before you arrived at the cinema.

- We really felt the pressure of time, as we had a short time to create the solution before it went live. In this category, the premiere date is set and there is no room to delay the launch. Artworx did a great job with the development of the material, while Madington was responsible for the technical solution - which, to put it mildly, was not off-the-shelf," says Martin Wenstad Janssen, Strategic Group Account Manager at Aller Media, and continues.

- In addition, our traffic department had to be involved in the whole process to test that the solution would actually work on the Dagbladet front. It was impressive to see how all parties worked together to get everything ready for launch.

The only one in the world

The intense work resulted in a seamless takeover solution for the front page of dagbladet.no. The solution combined four formats that interacted with each other as readers scrolled down the front page of the online newspaper.

Dagbladet is the only media in the world to have created such a solution, and thus Aller Media fulfilled SF Norway's original challenge; to create something completely unique.

- The challenge with the solution was that the formats used had to "talk to each other" as the reader scrolled down the front page. We based this on a similar solution we ran for another advertiser the year before, but with a completely new creative expression and a different dynamic between the formats used. As of today, we are the only media in the world that has run such a solution - it's incredibly fun, both for SF, PHD and for us as a media. The solution was seamless, and we really got to put a "scary" touch on the campaign," says Wenstad Janssen.

The campaign also used outdoor, social media and YouTube.

- Very satisfied

The campaign delivered approximately 3.3 million impressions on dagbladet.no's front page, and 60% of those exposed were in the target group; 26-55 years old. The creative solution also attracted a lot of interest from other advertisers!

Katrine Aamodt, Marketing and PR Manager at SF Norway, describes the campaign as creative and different. Thus, it hit the nail on the head in terms of booking.

- The collaboration with Aller Media has been great! Both we and the film's rights holder (Warner Bros) were very pleased with the implementation of this. There is always a lot of back and forth when it comes to such non-standard technical solutions, and a lot of guidelines when using the material, but we solved this in a really good way," says a satisfied Aamodt.

Watch a video of the solution at the top of the image