HEAVY WATER TO THE PEOPLE CASE IDN AWARDS 2017

HEAVY WATER TO THE PEOPLE CASE IDN AWARDS 2017

HISTORY Tungtvannsaksjonen the heavy water sabotage A series of actions undertaken during World War II in order to prevent the German nuclear weapon project from acquiring heavy water (deuterium oxide). The world s first commercial plant capable of producing large amounts of heavy water was situated in Telemark, Norway. The plant came into German hands during the war. Several raids were aimed at the plant in order to inhibit the German development of nuclear weapons. 1 / 3

HISTORY One of the most important operations during World War II On February 20th 1944 Norwegian saboteurs placed explosives in the bottom of the ship D.F. Hydro. Onboard there were large quantities of heavy water on its way to Germany. When the ship exploded it disappeared quickly into the depths together with its cargo. The operation was a huge success and a heavy draw-back for the German nuclear weapon project. 2 / 3

HISTORY Original heavy water as a gift to the Norwegian people 61 years later one barrel with heavy water was collected from 430 meters depth. Samlerhuset acquired the barrel and wishes to share it as an important memory with museums and historyinterested Norwegians. December 2016, they launched a campaign offering small ampoules with the original heavy water from the operation as a free gift. NXT/A2N was given the task to promote the product. 3 / 3

THE BRIEF The main challenge was creating interest for the product, as it was unique and not a typical collectible. Would we be able to create demand for an ampoule containing water? 1 / 2

THE BRIEF In adition to the creative concept NXT/A2N was also responsible for designing the product, packaging and creation of infographics informing about the importance of heavy water and what it really is. 2 / 2

HVA ER TUNGTVANN? OG HVA BRUKES DET TIL? TUNGTVANN ANVENDES I SPESIELLE MEN DET BETYR IKKE AT TYPER KJERNEREAKTORER, OG I TUNGTVANN ER FARLIG TUNGTVANN FRA RJUKAN Tønnene som ble senket med ferjen D.F. Hydro på Rjukan under 2. verdenskrig inneholdt tungtvann og etsende lut. Luten ble brukt for å produsere tungtvannet. STOR GRAD TIL FORSKNING. Hverken oksygenet eller hydrogenet i tungtvann er radioaktivt. Tungtvann regnes ikke som giftig, men er likevel helseskadelig i store konsentrasjoner. Under andre verdenskrig ble tungtvann ansett som en svært viktig faktor for en mulig tysk atombombe. Derfor ble tungtvannsproduksjonen på Vemork et alliert krigsmål. Den tyske atomforskningen skulle rammes ved å stoppe denne produksjonen. Fire militære aksjoner ble gjennomført; Tungtvannsaksjonen. Selv om det ikke er farlig å drikke små mengder rent tungtvann, anbefales det ikke. VANN VS TUNGTVANN OPPBYGGINGEN AV VANN TU NG TU NG TU NG TV TV AN AN N TV NAN N Et vannmolekyl NNNN VAVA VA NN Tungtvann ser ut som og oppfører seg svært likt vann, men er bygget opp litt annerledes. Enkelte egenskaper er veldig ulikt vanlig vann, for eksempel er smeltepunktet på 3,81 C og normalkokepunktet på 101,42 C. har 3 naturlige isotoper e P VANLIG/PROTIUM 1 proton OPPBYGGINGEN AV TUNGTVANN O H D H Betegner vi deuterium med D, slik som vanlig hydrogen betegnes med H, vil tungtvannet derfor ha formelen D 2O, i stedet for H 2O. Infographic_210x280.indd 1 SAMLERHUSET HE AV Y WATER O består av et oksygenatom bundet til to hydrogenatomer, H 2O. 1. D Da de allierte bombet Vemork bestemte Hitler seg for å frakte tungtvannet til Tyskland, og deler av beholdningen var altså ikke ferdig produsert. I vann har man vanlig hydrogen (protium), mens det i tungtvann er deuterium. Tungtvann får vi når vi bytter ut begge hydrogenatomene i et vannmolekyl med deuterium. H2O D2O e P 2. e e P N P e P N e P N N H e P DEUTERIUM 1 proton og 1 nøytron At deuterium har et proton og et nøytron i kjernen gjør at det er dobbelt så tungt som vanlig hydrogen (protium), som bare har et proton i kjernen. H2O N P e N N H 3. CLICK HERE TO WATCH FILM e P N N TRITIUM 1 proton og 2 nøytroner 11% TYNGRE ENN VANLIG VANN D2O OG DERFOR KALLES D2O TUNGTVANN. 05.12.2016 15.55 What is heavy water and what is it used for? Infographics Ads, video, print folder, facebook and web banners. See video at: https://www.youtube.com/watch?v=bxnrktdn5tq. N X T / A 2N

STRATEGY A critical success factor was to make it simple for customers to place their order. All marketing activities were aimed around driving traffic to the campaign site. 1 / 1

SAMLERHUSET HEAVY WATER Order your heavy water for free! See campaign site here: www.gratistungtvann.no NXT / A2N

STRATEGY The aim with the campaign was having the customers paying for an upgraded product during the ordering process, even though the ampoule initially was for free. 1 / 1

UP-SELL During the ordering process, the customer receives offers to upgrade the product in different ways (certificate & historical documenation, custom-made case, documentary on DVD, etc.).

70 % of the customers ended up with an order, where they paid for a better product.

MEDIA The campaign was massively promoted with TV commercials, web banners, Facebook ads, blog posts, PR activities, addressed mailings and several newsletters by e-mail.

SAMLERHUSET HEAVY WATER Selfmailer/addressed mailings. NXT / A2N

CLICK HERE TO WATCH FILM SAMLERHUSET HEAVY WATER TV commercial. See commercial at: https://www.youtube.com/watch?v=eb5lj0r-ykw NXT / A2N

TEASER LAUNCH SAMLERHUSET HEAVY WATER Newsletters. NXT / A2N

SAMLERHUSET HE AV Y WATER General Google/web ads. N X T / A 2N

SAMLERHUSET HEAVY WATER Facebook posts. NXT / A2N

Follow-up on orders has been an important success-factor SAMLERHUSET HEAVY WATER For instance up-sell of medal subscriptions during the ordering process. NXT / A2N

SAMLERHUSET HEAVY WATER As well as e-mail reminders to customers who didn t complete their order and newsletters offering varoius coins and subscriptions. NXT / A2N

RESU LT S 125.000 UNIQUE VISITORS 22.000 SOLD AMPOULS 50% of the orders came from new customers 70 % of the customers chose to upgrade their product.

RESU LT S AVERAGE ORDER VALUE NOK 104 CPO NOK 80 The campaign financed itself.

RESU LT S 12% of the customers have been converted to active subscriptions on different coin/medal programs

Check out the campaign site with the heavy water ampoule on www.gratistungtvann.no

We create results! WWW.NXTA2N.NO