22. KEY METRICS
400.000 clicks
Visitors 6% adult population
1/3 visited more than once
CTR 0,2-0,6%
4/5 read more than 1 article
1 min. pr. session
75% ‘directed to me’
84% ‘usefull information’
84% ‘inspiring’
85% ‘interesting’
94% ‘will read more inserts from Maxbo in future’
41. Ambition Year 2
With very limited budget:
• Reach people under 35 years
• Inform about the purpose
• From 1 day to 1 month
42. Barriere
Extreme clutter, particularily at Christmas
Barriere 1: A lot of „Give money to the poor children of Africa‟-advertising
Image by brian tomlinson/flickr.com
43. Barriere 2
No one wakes up in the morning and thinks today I will give money to charity, in the
same way one might think today I have to remember to buy milk, or today I would like
a new shirt or an ice cream.
Barriere 2: „Poor children in Africa‟ are not relevant. They don‟t fit into the target
group‟s life.
45. Challenge
How to communicate Red Nose Day so it is relevant to people under 35, stands out in
the clutter, and at the same time inform about the purpose – through a whole month,
with very limited resources?
Challenge: Make any grey November day, a Red Nose day
Image by gamma-ray productions/flickr.com
46. Insight
Red Nose Day does not have to be a pointed finger with pressure to contribute,
rather a campaign that gives people something
Image by ken’s oven/flickr.com
47. Insight 2
Norwegians are a people that need help to warm up and
have fun – some comic relief in their day to day life
Image by dorkesq/flickr.com
48. Brand Cultural
dynamics dynamics
Ideas you
love to share
49. Red Nose Norwegians
is a gift, not need comic
a pointed relief, not
finger more Africa
relief
Everyone has
the right to be
a child