The creative idea was, for the first time in history, to measure the christmas spirit in Norway based on real-time data. We teamed up with Google (search-trends), Retriever (media analyzes), TIDAL (music streaming), Cappelen Damm (books and literature) and Opinion (population surveys) – and launched The Norwegian X-mas Index.

The X-mas Index was an online statistics service that presented the Norwegian Christmas spirit based on day-to-day population surveys. For every daily measurement, we used paid channels and social media to communicate a new recipe from Matprat that mirrored the Norwegian Christmas spirit in real-time (ex. if the spirit was low, we presented a recipe that went easy on the christmas ingredients).

Just as important, the web page presented loads of fun, newsworthy and interesting real-time christmas data/statistics. The goal behind this feature was to create an editorial Christmas toolkit for journalists and newsrooms all over the country.

Implementation: The campaign was launched with a massive media outreach to a) inform journalists about the X-mas index as an editorial tool, and b) get the news out to consumers. A summary of the week (4 in total) was distributed to selected journalists and newsrooms across the country containing data, trends, statistics, fun facts and recipes gathered through the week. We also did day-to-day media outreaches when we received data that was worth telling about.

Timeline: The campaign period was November 24.th - December 24.th 2015.

Placement summary: National TV morning show (TV2), national TV news (NRK), national, regional and local coverage (paper and online), and a total of 99 minutes of airtime on national radio stations (NRK P1, NRK P2, NRK P3 and P4).

Scale: Editorial reach, 20.400.000 according to Retriever Media Analysis (TV and radio coverage NOT included).

RESULTS:

- Matprat.no has never before experienced more traffic than during our Christmas campaign. The number of visitors to matprat.no increased by more than 43% compared to the same period in 2014.

- It became the most talked about Christmas campaign in 2015 (covered by both national and local newspapers, National TV, 99 minutes in prime time at national non-commercial radio).

- It was the largest amount of data ever gathered in the field.

- It resulted in over 50 unique new recipes based on the Christmas spirit of our audience, measured daily - both local and nationally.

And let's not forget: By building our data driven measuring tool, we've claimed the key to the Christmas spirit of Norway, and will continue to develop The Norwegian Christmas index in the years to come.