A celebration of peace

The Nobel Peace Prize needs no introduction. Founded by Alfred Nobel, the Nobel Peace Prize is one of five prizes that have been awarded annually since 1901 by the Nobel Foundation.

In March 2011, the Norwegian Nobel Institute and IMG, the organization that plans the Nobel Peace Prize Concert, asked UP THERE, EVERYWHERE to create a fresh identity and website for the Concert. The Concert takes place every year on December 11 in Oslo, Norway, the day following the Nobel Peace Prize Award Ceremony.

The Brief

The brief that UP THERE, EVERYWHERE received from the client outlined the objective of carrying the concert and its message to a wider target audience who would view this international event. The client felt that the existing identity and website did not fully reflect the contemporary nature of the concert itself. In addition, it was important to communicate more strongly the celebratory nature that the concert represents in recognizing the Nobel Peace Prize Laureate. A key element for the client was that project team needed to be truly international —with members in Sweden, Norway and the USA— to work with client teams based in those locations.

The Process

A number of different design directions were initially explored looking at typography, color and the Nobel medal icon itself. These were refined down until a final design approach was found that reflected both the heritage of Nobel and the Peace Prize itself as well as the more contemporary nature of the Concert. Importantly, co-brand versions of the identity also had to be developed that would be appropriate for the sponsors of the event.

The Work

The new website design needed to reflect the heritage of the concert while showcasing current and past concert artists and hosts in a more exciting and interactive way. The website redesign therefore features previous concerts, artists and hosts dating back to 1999, with images and details about past concerts. In parallel, UP THERE, EVERYWHERE developed a Facebook page and a You Tube channel in order to help further extend the audience for the event. The new official Nobel Peace Prize Concert website (nobelpeaceprizeconcert.org) reflects a more dynamic, contemporary approach to the concert, and reaches out to a younger, more international audience with interactive social media elements.

In addition, UP* prepared a national advertising campaign that ran in Norway, as well as Nobel’s first online advertising campaign that included social media (Facebook, Twitter, YouTube) and banner advertising.

Since then, UP has continued to work with IMG and Nobel to update the website each year, and manage a social media and advertising campaign for the Concert.

The Result

The online campaign ran at www.dagbladet.no from 5 to 9 December and resulted in 5.7 million impressions. The website received nearly 30,000 unique visitors between its launch in late October and the end of December, with a total of 82,000 page view impressions between November and December. This is an increase of more than 100% from 2010. The peak was on 11 December, the day of the Nobel Peace Prize Concert, with 9,000 impressions.

The Official Nobel Peace Prize Concert Facebook page was launched on 24 October. The page interaction had close to 23,000 posts viewed October – January. In additional several of the artists posted comments about their participation at the Concert on their official websites, blogs, Facebook and Twitter accounts, and continued posting and tweeting throughout the Concert.

The results were presented in a Media Report prepared by UP*.

You can listen to the client and team members talk about the project in this video case study.

Watch video: Nobel Peace Prize Concert Customer Case Study