#diggeroslo and oslo's digital footprint
DESCRIPTION
Presentation on VisitOSLOs "open design process", We were crowdsourcing input from the people of Oslo and the local travel industry under the tag #diggeroslo - inviting everybody digging Oslo to influence the designers (from Brandlab) and in the end choose between two different design concepts. Presentation given at Norwegian Digital Travel Conference 2014.TRANSCRIPT
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#diggeroslo & Oslo’s digital footprint
Katrine Mosfjeld, Director of Digital Development in VisitOSLO - @kmosfjeld
Norwegian Digital Travel Conference, Kristiansand 21.October 2014
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www.visitoslo.com
1. Oslo is more important than VisitOSLO
2. We need the same goals as the industry Turnover
3. It’s important to activate the people of Oslo
4. Boost events in the city
5. VisitOSLO must take a pioneer role in digital marketing
After the evaluation process, these choices
will lead the way for VisitOSLO
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www.visitoslo.com
It isn’t making the strategy that’sthe difficult part.
Its remembering where you put it.
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A digital strategy
That is more about whatis out there
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Increase Oslo’sdigital footprint
Become Oslo’sdigital
«lighthouse»
Everything on Oslo,
in any digital media,
published both by VisitOSLO
and by others.
Boosting digital Oslo initiatives
VisitOSLO encouraging digital activity in the experience
industry in Oslo.
Acknowledged for innovations in digital, competence in digital
communication and interpretation of digital
pioneering.
Two main goals in the digital strategy
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New strategy, new set of goals, new ways to work, re-
organization…
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And this?
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Design is not my profession…
– but could we take thisopportunity to live out our new
strategy?
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First proof of our new strategy
#diggeroslo
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Goal:
To have a new logo and visualdesign concept
To take the opportunity to create it in harmony with the new strategy
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We created a concept aimingfor…• Involving our stakeholders
• Activating the people of Oslo
• Building local patriotoism. In the city you’re «allowed to hate»
• Communicate and discuss «The real Oslo»
• Give our logo a story and a wide ownership
• Kill critisism
Increasing Oslos digital footprint
Strengthen the «digital lighthouse»
Doing some digital pioneering
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Design brief. From all who #diggeroslo
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We asked for inspiration…
and the peopleresponded!
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Challenge: To keep the story alive and peopleinvolvedfor 3,5 months.
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Open workshop for the hardcore fans
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An important part of the story: we have a professional design team
Moodboards – hæ??
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And we had Brandlab blogging
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The first sketches
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Buzz
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Cute #diggeroslo tweets thatescalated…
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Å digge, #digger, har digget
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In the end we hadtwo very different conceptsfor people who
#diggerosloto choosebetween
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«A slice of Oslo»
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«Magnifying Glass»
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www.visitoslo.com
Voting in Aftenpostens Osloby.no
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www.visitoslo.com
And almost4000 votesdecided for thisconcept
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#diggeroslo stats 856 tweets
10 313 Instagram photos
17 blogs 7 articles
4 films
3 presentations of the case
3,2 millions in reach, or 13.500 per day
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One prize
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Oslos digital footprint – May 2014
92 743 actions from VisitOSLOs followers
34 647 content pieces created by others;
1 744 650 exposures of VisitOSLOs own
content on web, API, app downloads,
monitors, etc
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The #diggeroslo campaign is over,
but #diggeroslo still lives verywell in social media
and we got ourselves a newlogo
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