DEN STORE BYDELS-
KONKURRANSEN!

Battle of the Boroughs!

How Amedia used visuals and a
new editorial tool to engage readers in the

Orange, Gesture
Material property, Font
Art

Together with our client Extra and their media agency PHD - we invited Oslo’s population to compete in The Battle of the Boroughs. Which borough eats the most fruit and vegetables this summer?

DEN STORE BYDELS-
KONKURRANSEN!

People in nature, Terrestrial plant, Liquid, Art
Head, Art
Art

1.

Local illustrator Bendik Kaltenborn developed "borough-personas" based on known characteristics of the boroughs and Extra´s sales statistics in Oslo.

The “Borough-personas” in the making

Cartoon, Organism, Plant, Gesture, Font, Art, Finger
Human body, Hand, Arm, Cartoon, Gesture, Happy, Art, Thumb
Orange, Gesture
Cartoon, Toy
Liquid, Plant, Cartoon, Petal, Gesture, Pink, Art, Happy, Violet, Font
Fruit, Table

Each fruit representing Oslo's different boroughs.

DEN STORE BYDELS-
KONKURRANSEN!

Plant, Tent, Tree, Rectangle, Grass

2.

With fun facts and visuals in creative native ads, we transformed a large data spreadsheet with Extra's sales statistics to consumer friendly and highly engaging content.

Illustrating Oslo's fruit and vegetable consumption

DEN STORE BYDELS-
KONKURRANSEN!

3.

Rectangle
Rectangle, Font
Rectangle
Rectangle
Terrestrial plant, Slope, Font
Terrestrial plant, Slope, Font, Line

Directly targeting and engaging readers through the use of a personalized widget and hyper local real time statistics.

Personalized content based on the readers location in Oslo

DEN STORE BYDELS-
KONKURRANSEN!

4.

Hyper local native ads to trigger interest and engagement.

Optimizing of native ads on Avisa Oslo and Nettavisen's front page

Tire, Product, Smile, Font, Happy, Community, Wheel
Sweet lemon, Natural foods, Product, Food, Window, Recipe, Organism, Building, Fruit

DEN STORE BYDELS-
KONKURRANSEN!

5.

(49% above benchmark)

Reel time result charts from the Battle of the Boroughs to engage the readers

Rectangle, Font
Gesture, Thumb

CTR 1 %

DEN STORE BYDELS-
KONKURRANSEN!

3 x creative native advertising articles

Amedia Innholdsbyrå / PHD / Extra

Bendik Kaltenborn / byHands Illustration agency

Extra har kartlagt salget av frukt og grønt i sine Oslo-butikker, og forskjellene mellom bydelene overrasker.

Frogner
Drue

Grunerløkka
Banan

Alna
Meloner

Vestre Aker
Mango

Østensjø
Salat

Gamle Oslo
Tomat

Ullern
Gulrot

Nordre Aker
Løk

Stovner
Epler

Sagene
Agurk

Grorud
Poteter

St. Hanshaugen
Paprika

Søndre Nordstrand - Jordbær