Our idea was to create a reality web series based on the following question: What happens when three 19-year-olds get to try their dream job without any education?

Together with Kristiania we found Henrik, Kelly and Lise, which, each in their own way, represented the thoughts and feelings about working life and studying that Kristiania wanted to challenge. Lise got to run a hotel. Henrik got take three recovering drug addicts to the mountains as their personal trainer. Kelly got to stage an event for an organic energy drink.

Our hope (being a non-fiction series) was that this experiment would not only entertain, but offer Henrik, Kelly and Lise – and the audience – new perspectives on working life, studying, different careers and…yeah, on being young.

For branded content execution is almost everything. For this project it was vital that we got the right partner. And so we did. VGTV is Norway’s biggest web-TV channel, and it’s especially popular amongst young people. VGTV is also most the tv-channel of Norway’s most popular website vg.no (the biggest news site in Norway). Over three weeks our series was fronted on their front page with great results.

Around the series we placed banners and communication about Kristiania, their different studies and invited those who had been watching to call or chat with our study advisors right away. At the same time we teased and released exclusive material from the series in social media.

- Over 600 000 unique views (Norway’s population: 5 million. Total amount of people between 18-23: 400 000)

- Average viewing time of over 5 minutes