The campaign, which was developed in collaboration with the ad agency Try, has been incredibly successful. Since it was uploaded on 1 December, the promotional video has been watched more than 1.7 million times on YouTube and Facebook, and almost 3000 people have signed up to get "A Flying Start" at BI.
Pageviews and visits on bi.edu have also increased massively, and the number of applications to BI has gone up by 33% compared to the same period last year. The landing page for the campaign, aflyingstart.no, has been visited by people from 158 different countries, and the average user spent 2 minutes browsing it.
The campaign received paid traffic from different channels, but it was the "organic" interest - namely likes, shares, and comments in social media - that generated these great numbers.
Traditional media outlet followed suit, and the concept wasn't entirely free of controversy. Dagens Næringsliv dedicated an editorial to discussing the campaign, and Head of Marketing Arne Wellberg was invited to discuss the campaign on the NRK programme Dagsnytt 18.
Regardless of opinion, however, A Flying Start became impossible to ignore. And despite the domestic debate, the campaign fulfilled its purpose - namely to raise awareness of BI among potential students abroad.
Sølvtaggen is an award for digital marketing, handed out monthly by INMA Interactive Marketing. All Sølvtaggen-winners are automatically nominated for the annual Gulltaggen award.