MÅÅÅL!

The project

Our goal was to create an identity, and build a market
for, a new interactive football portal.

The Challenge

Develop a name, graphic profile and means of
marketing a new product in a busy marketplace.
In addition to having its own character, the new
profile also had to respect the graphic identity of Aftenbladet.

The Solution

We focused on not only creating a strong identity, but one
that felt a part of the football community and audience it was aimed at.
This included:

• Choosing the name MÅÅÅL! – or Goal! – with capital letters and
  a long vowel and the “echo” of many voices.
• Using strong colors to make the advertisements stand out on the
  various surfaces, and give a sense of the explosion of passion and energy that marks a fan’s team scoring.
• Making sure core designs could exploit all available media, including
  interactive media, without having to be repurposed.
• Creating a soundscape that emphasizes the feeling of football,
  the intensity, and the experience of being present.

The campaign consisted of:

• advertisements in newspapers
• a social media campaign
• posters
• online banners
• animation on the big screen in SR-Bank Arena

The Result

The campaign was very successful, exceeding all its goals for
market penetration and subscriber uptake.

It also won several awards, including:

• Best Initiative to Retain Subscribers at the
  International Media Network Awards
• Gold in the Digital Graphic Design, Silver in Campaign,
  and Bronze in the Printed Media categories at the regional
  advertising and design competition