No Nightlife
Client: SAS & Visit Norway
Deliverables: Ideation,Social Strategy, Paid Media, Influencer Strategy, Reporting & Analytics
“Norway has no nightlife” was one of those lines that did a lot of work very quickly. It sounded provocative at first, then clicked the second you remembered what a Norwegian summer actually feels like. The brief was to turn the country’s endless days into something people would stop for, talk about and share, while lifting awareness of Norway, across all regions, as a summer destination with SAS as the carrier to get you there. The campaign only worked because it was built with social behaviour in mind from the outset. Rather than falling back on another glossy destination montage, we used a sharper cultural hook and made sure everything around it, from the films to the rollout, felt genuinely social-first.
As social lead, I played a central role in shaping how the campaign would live online. That meant building the paid media strategy around real audience triggers, helping steer the production of a suite of short videos designed specifically for platform behaviour, and making sure the whole thing landed differently across the UK, US and Germany rather than feeling like one generic international push.
Influencer selection was just as deliberate. We chose creators whose audiences over-indexed in those three markets and showed strong, active interests in outdoors, lifestyle and nature, so the content felt relevant from the start rather than just broad travel fluff. The result was a much more rigorous 360 launch, where creative, creators and media were all pulling in the same direction.
The numbers backed that up. The campaign reached 2,794,955 unique users, generated 5,151,110 impressions and delivered 1,021,705 video views at 10 seconds or more. It also drove 26,865 valuable landing page views despite offering no real incentive beyond the strength of the idea itself. Influencer activity added another 802,680 in collective reach, 1,146,470 impressions and 360,095 Stories views, while the campaign helped lift SAS’s share of conversation from 37.4% to 42.8%, a 5.4% jump during the key summer period. Wider conversation around Norway as a summer destination also rose from 27.3% to 30.7%, and sentiment sat at a remarkable 92% joy rating. On top of that, the work was recognised by The Drum, where it received 178 five-star peer ratings.