Kristiania University College's most important job is to prepare and get their students ready for working life. They've noticed that many young people have a increasingly glamorous view on what it takes to land and carry out their dream job, and that they believe that studying isn't really that vital to their future.

Our brief was to remind a generation blessed with high confidence-levels and a DIY-mentality that knowledge is still needed, and to do it in a way that created attention, credibility, likeability and increased number of applicants to Kristiania University College.

For branded content execution is almost everything. For this project it was vital that we got the right media 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.