In a jungle of streaming services and entertainment, it can be challenging to stand out. With its latest campaign, Viaplay shows how creativity and physical experiences can stand out and create great attention.
There was a food truck fight
In collaboration with both Viaplay and the media agency WPP Media, JCDecaux developed a specially designed food truck for the series. Taste & Discomfort. The food truck was placed at Øvre Torg – right in front of Oslo S – in one of the busiest places in the capital. Fully foiled and equipped with a large red balloon on the roof, it was easy to notice. Here, taste samples of the special combination were also handed out: Potato waffles with sour strømming and horseradish cream. This was a preview of what viewers can expect in the series.
Kjartan Skjelde, Bernt Hulsker and Aurora Gude promote the new series "Taste & Discomfort".
The atmosphere was especially good when the main characters Kjartan Skjelde and Bernt Hulsker came to promote the series themselves. It was a star-studded evening with several familiar faces from Viaplay in attendance. The daring taste test of sour strømming with Frank Løke was one of the highlights, where people gathered around and shared pictures on social media.
See a selection of photos from the event here.
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- Cozy atmosphere at Viaplay's food truck.
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- Potato waffles with sourdough and horseradish cream.
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- Many spectators came to see Bernt Hulsker and Kjartan Skjelde.
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- Several people wanted to take pictures with the stars.
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- Grunde Myhrer was one of those who got to taste sourstrømming.
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- Frank Løke also handed out tasting samples.
A good combination
In addition to the food truck, the campaign extended widely across both classic and digital advertising surfaces. Several of these also featured off-the-shelf solutions, and the series stood out on JCDecaux's large X-Track screens between tracks at Oslo's largest metro stations.
This is one of my favorites of the year. Creative, good storytelling and not least how the truck was content-built with an event and press evening, says Stian Stark, Head of Creative Sales at JCDecaux.
Outdoor advertising makes it possible to interact and speak directly with the target audience in the real world. Viaplay exploited this opportunity very well.
To create extra buzz around our new series, we wanted to think outside the box and give the audience a physical experience. The outdoor channel was therefore a natural choice, and the creative execution with a live event and food truck really took the campaign for Smak & Ubehag to new heights, says Kristine Reinli Halvorsen, Commercial Marketing Manager at Viaplay Norway.
Creative out-of-format for the series Taste & Discomfort.
Want to see more of our creative campaigns? See more here.
