Goals and objectives
Intersport set out to reinforce its position as Norway’s leading ski authority by launching a campaign that felt both nationally unified and locally personal. The primary challenge was to make a large-scale initiative resonate on a regional level—ensuring that skiers in every part of the country saw content tailored to their environment and interests.
The campaign’s objectives were:
- Enhance local relevance: Make a national campaign feel personally meaningful to skiers across all regions of Norway.
- Leverage technology for customization: Use AI and Dynamic Creative Optimization (DCO) to align messaging with local conditions and preferences.
- Boost engagement through community participation: Encourage Norwegians to share their favorite ski routes and stories.
- Strengthen brand credibility: Position Intersport as the trusted expert in skiing through a blend of user-generated content and professional insights.
Surprising Insights
One unexpected finding was the high engagement from regions with limited snowfall. This revealed that skiing remains a strong cultural aspiration across Norway, even in areas where snow is scarce. The emotional connection to skiing transcended actual snow conditions, highlighting the deep-rooted role the sport plays in Norwegian identity.