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1
CONTENT
Background situation
1
Problems and opportunity 2
Marketing objectives and strategy
3
Action concept & tactic
4
Phase one: Teaser
5
Phase two: Distributing the invitations
6
Phase three: The OC Games
7
Phase three: Follow- up!
8
POS activities 9
Results10
Conclusion11
Budget12
Advertising
13
Invitation14
Costumes, decorations and effects
15
Photo wall
16
Gift cheque
17
Wall of fame
18
Photo album
19
Publicity
20
Teaser21
Tribute films
22
Digital screens
23
Facebook24
CONTENT
BACKGROUND
THE SITUATION
Oslo is the oldest of the Scandinavian capitals,
its history dates back over a thousand years, to
the time when the first settlements were built at
the inlet of the Oslo fjord.
The capital, with 600 000 inhabitants, is characterized by a mix of old and new architecture, parks,
hills, museums, monuments, forests and the fjord.
Oslo is a vibrant city, excellent for shopping, culture, and sports, and has a wide range of good
restaurants and a lively nightlife.
Oslo City opened in 1988 and with 11 million customers per year; the center is the most visited and
famous shopping center in Norway.
The center is owned by DNB Bank Asa and is
located in the city centre, close to the central railway station and Oslo’s commuter hub.
In 2005 Oslo City was extended with an additional
floor, which led us to become the largest citybased shopping center in the country with a total
of 79.791 sqm, 26.620 sqm dedicated to shopping.
In addition to the 90 shops, the shopping center
DOCUMENTATION
provides healthcare facilities, tailor- and key services, several offices and 450 parking spots. The
main shops are: Starbucks, Mac, Eplehuset, Superdry, Vinmonopolet, H&M, Meny, Cubus, Lindex,
Clas Ohlson, Vero Moda, Jack & Jones and Bik Bok.
Oslo City is the number one choice for city dwellers and tourists. The center can be described as
a “young” shopping center as 46 percent of our
customers are under the age of 30. 59 percent are
female.
Oslo City has a healthy internal culture, much
thanks to our management style. In 2012 we rewrote the rules of modern shopping center management by integrated social media in the daily
work. This way we allowed the staff, the true custodians of our brand, to participate in shaping the
future of the center. On the Facebook group “Only
for Oslo Cityzens”, everyday issues are democratically discussed, in order to find the best
solutions for the center and it’s “Cityzens”. The
results of this innovative strategy have brought
Oslo City to a new level. The cooperation between
employees and management has become very
close, creating enthusiasm, involvement and increases revenue. The concept of Cityzens has
received recognition on both national and international level (Solal Marketing Award Gold 2013,
London, England; Den Gylne Idé 2013, Trondheim,
Norway; Viva Best of the best Award nomination
2014, Las Vegas, USA).
Oslo City has approximately 900 employees and
celebrated in 2013 the 25 years anniversary with a
huge internal arrangement: “The OC GAMES”. This
event received “Solal Marketing Awards 2014”,
Amsterdam, Holland.
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PROBLEMS AND OPPORTUNITY
IN 2014, OUR BIGGEST CHALLENGES WERE:
• How to repeat the success from 2013 and meet the employees’ high
expectations regarding internal events?
How to reach a new level of involvement and enthusiasm?
The internal survey, undertaken every year, showed a continuous decline in
staff satisfaction regarding internal staff events in the period 2008 to 2012.
The survey showed that the employees were not satisfied with the quality
of the annual arrangements and the participation was very low. In 2013, the
internal arrangement: The OC Games brought huge enthusiasm and involvement among the employees and became a milestone in the history of Oslo
City. Therefor, in 2014 the expectations were extremely high and we were
fronting a new challenge: How to exceed last year?
013
ES 2
AM
OC G
OC GAMES
2013
OUR OPPORTUNITY WAS:
• Get inspiration from “Hunger Games 2 – Catching fire” and further develop
the OC Games concept.
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MES
OC GA
2013
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MARKETING
OBJECTIVES
THE MAIN GOAL FOR 2014, WAS TO MAINTAIN THE HIGH
PARTICIPATION TO THE COMMON SOCIAL EVENT,
IN ORDER TO FURTHER STRENGTHEN THE CENTER’S
INTERNAL CULTURE
QUANTITATIVE GOALS:
Maintain the participation to the event at the same level as in
2013: 56 percent (505 persons).
QUALITATIVE GOALS:
Continue to create enthusiasm and commitment.
Inspire and involve employees.
STRATEGY
TO ACHIEVE OUR GOALS, OUR STRATEGY
WAS AS FOLLOWED:
Create a new, glamorous event that would both inspire
and involve employees.
Build expectations through social media.
Capture the employees’ attention and interest by using
an appealing Facebook video.
TONE OF VOICE:
Glamour
Originality
Humour
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ACTION
CONCEPT & TACTIC
THE OC GAMES 2
The OC Games 2 is inspired by the popular movie: Hunger Games – Catching Fire.
We wanted to encourage staff to participate and further develop strong ties between
the different shops in our center.
WE MADE SEVERAL IMPROVEMENTS TO THE ANNUAL ARRANGEMENT:
Layout:
We used the tone of voice of Hunger Games.
Décor & Costumes:
We designed and produced a lot of effects, inspired by film, in order to
make the event unforgettable.
O
Social media:
We used our Facebook group Only for Oslo Cityzens several months in
advance to involve the employees. The highlights of the show and the photos
from the event were shared on our FB group after the party.
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EFF
ES
ER GAM
IN HUNG
T
E
K
IC
E
EFFIE TR
ING FIR
– CATCH
IE T
RIC
KET
– CA IN HUN
TCH
ING GER GA
FIRE
MES
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PHASE ONE: TEASER
Using the Hunger Games as inspirational source,
we divided Oslo City´s five floors in to five different “Districts”. Every District received a color code
and the employees were invited to create the best
description of their own district.
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IS
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In The Hunger games the people were invited to
attend a competition. As in the film, the 900 employees were invited to become a “Tribute” and
represent their district.
On September 12, 2014, the five chosen employees
were transformed into Tributes by using make-up
and costumes. The Center Manager become “Effie
Trinket”, one of the main characters of the film.
Througout the day, they participated in a photoshoot and made the invitations movie trailer.
D
The five levels of the center became:
District U - The Food district
District 1 - The Fashion district
District 2 - The Triumph district
District 3 - The Pop culture district
District 4 - The Beauty district
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PHASE TWO: DISTRIBUTING THE INVITATIONS
On September 21, 2013, the Center Manager, alias Effie Trinket distributed
the invitations along with balloons and chocolates, directly inspired from the
film. The movie launch of OC Games 2 was released on the Facebook group
the same day.
During a two month preparation period, the Center Manager was speaking
and acting like Effie in order to inspire and involve the employees.
The Tributes received help to prepare themselves to compete each other,
on the OC Games 2 event day. The grand prize was worth 2000 euro.
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PHASE THREE: THE OC GAMES
On November 8, 2014, the Cityzens dressed up in the “Capitol look” and
were ready to support their favorites. The competition was tough and consisted of parts:
Stage performance based on their own talent (pantomime, dancing, singing and make up transforming).
Physical activities inspired by the film (building structure, climbing, shooting on target, etc).
The winner was Oliver, Shop Manager in the store Football Shop from
District 3 - The Pop Culture District. He received the grand prize, with
a value of 2000 euro.
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PHASE THREE: FOLLOW- UP!
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Later, the employees received photo
albums and a fresh new photo collage
(2 x 3m), beautifully ornamented in the
Cityzens area.
IS
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November 9, 2014: All the photos from
the OC Games 2 was uploaded on the
Facebook group and the video with highlights was showed some days after.
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OF
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POS ACTIVITIES FOR OC GAMES 2 INCLUDED:
Poster with Effie Trinket in the Cityzens area.
Poster with the 5 Tributes in the Cityzens lounge.
Invitations, chocolate and balloons for all employees.
Tributes ID, used by the 5 Tributes in marketing themselves.
GOVERMENT OF OSLO CITY
DISTRICT U IDENTIFICATION PASS
GOVERMENT OF OSLO CITY
DISTRICT 3 IDENTIFICATION PASS
DATE OF BIRTH
UNKNOWN
DATE OF BIRTH
UNKNOWN
GENDER
GIRL
MIGRATED FROM
DISTRICT 3
COUNTRY
OSLO CITY
COUNTRY
OSLO CITY
ASSIGNED OCCUPATION
TRIBUTE FROM MENY
ASSIGNED OCCUPATION
TRIBUTE FROM FOTBALLSHOP
OC CITYZEN NUMBER (PCN)
OC.16GT42D.UF
Effects in different colours representing each district.
Costumes.
CAPITOL MENU
GENDER
BOY
MIGRATED FROM
DISTRICT U
FOOD
Aperitiff
Villa Clara Brut Cava.
OC CITYZEN NUMBER (PCN)
POP CULTURE
OC.64GT89D.3P
GOVERMENT OF OSLO CITY
DISTRICT 1 IDENTIFICATION PASS
GOVERMENT OF OSLO CITY
DISTRICT 4 IDENTIFICATION PASS
DATE OF BIRTH
UNKNOWN
DATE OF BIRTH
UNKNOWN
GENDER
BOY
MIGRATED FROM
DISTRICT 1
MIGRATED FROM
DISTRICT 4
COUNTRY
OSLO CITY
COUNTRY
OSLO CITY
ASSIGNED OCCUPATION
TRIBUTE FROM SUPERDRY
OC CITYZEN NUMBER (PCN)
OC.14GT36D.2F
GENDER
GIRL
ASSIGNED OCCUPATION
TRIBUTE FROM HEADMASTERS
FASHION
OC CITYZEN NUMBER (PCN)
OC.54GT21D.1B
BEAUTY
Food menu, inspired from the Hunger Games film.
GOVERMENT OF OSLO CITY
DISTRICT 2 IDENTIFICATION PASS
Photo album with highlights of the event.
DATE OF BIRTH
UNKNOWN
Appetizer
Carrots and sweet peas dipped in carrot cream.
Topped with spicy malted breadcrumbs.
Starter
Quail breast with pickled onions,
kale, root vegetables and pea cream.
White vine: Duca Del Frassino Soave Classico.
Main course
Pata Negra neck of pork with chanterelles,
root vegetables, autumn onions, potato purée,
red wine sauce flavoured with forest honey
and juniper berries.
Red wine: La Familia-Barbera.
Capitol dessert
Effie´s pyramid of fabulous macarons.
District Coffee and Tea.
GENDER
BOY
MIGRATED FROM
DISTRICT 2
COUNTRY
OSLO CITY
ASSIGNED OCCUPATION
TRIBUTE FROM BRILLELAND
OC CITYZEN NUMBER (PCN)
OC.24GT76D.2T
TRIUMPH
Photo collage in the Cityzens area after the event.
presents:
presents:
TICKET PRICE: NOK 390. AGE LIMIT: 18 YEARS
DOCUMENTATION
NOVEMBER 8TH. OSLO KONGRESSENTER,
YOUNGSGATE 11 @ 20:00
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R
HE YEA
N OF T
C IT Y Z E A @ A K A Z IA
N IN
ME
OSTU
Y
EST C
THE B IN @ M E N
KEV
THE BES
STE FAN IA @ T COSTUME
AC CE SS OR
TH
O L IV E E B E S T T R IB
R @ FO
U
TBALL TE
SHOP
IZE
RESULTS
The engagement reached a whole new level and our aim for employees
from different shops to get to know each other was a great success.
The event was the city centers main topic of discussion in all of 2014,
and is still on the employee’s lips!
Internal event attendance level reached a new record, 520 people
(58 percent of the employees)!
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CONCLUSION
Building a healthy company culture takes time and energy. In a highly competitive shopping center world, staff turnover is high and various levels of
professionalism are expected.
An internal survey found that a high performing shop manager could improve
store revenue with up to 25 percent. Therefore, by giving our employees the
tools and opportunity to create a better work environment – we’re improving
the shopping experience and thus increasing revenue.
Today, Oslo City is able to reap the benefits of their commitment, and also has
a healthy company culture.
OC Games 2 became a new milestone in the history of Oslo City and an important step towards the consolidation of the internal culture we wish to obtain.
Our method can easily be implemented at other shopping centers. A key consideration being management’s capacity to tackle employee challenges head
on and provide solutions.
By combining a high focus on our employees, open communication on Facebook and a new modern management direction, we have opened a world of
opportunities for Oslo City. Staff involvement and enthusiasm has reached
heights that were unimaginable only three years ago.
The success of the OC Games 2 help shaping and consolidate a new company
culture. Dialog and feedback within the center, allows Oslo City to become
a much more attractive working place. An enthusiastic workforce aligned with
company objectives, allows Oslo City to focus our energy and resources on
serving the needs of customers.
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BUDGET
Oslo City expenses with to the OC Games 2 event was 183 675 euro.
WHAT?
HOW MUCH?
Prize: “The best Tribute”
2000 euro
Film Production
1 800 euro
POS activities: Invitations, photoalbums, effects,
costumes, balloons, chocolates, menus etc.
25 000 euro
Advertising agency
10 500 euro
Rent of ballroom and food
62 500 euro
Technical support for live show
75 000 euro
Photographer and photo production
5 000 euro
Hairstylists and makeup artists
1 875 euro
Total
183 675 euro
Oslo City’s marketing budget 2014 was 2,3 million euros. For the OC
Games 2, we used 8 percent of the budget. The OC Games-concept
was developed and implemented only by the centers management,
without using intermediaries or external resources. In this way, we
were able to keep the expenses low and the quality high.
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INVITATION
The invitation was distributed to all employees.
PROGRAMME
Effie Trinket OC Manager
alias Monica Eriksen
November 8th 2014
Oslo Kongressenter
Youngsgate 11
20:00
20:30
21:00
00:00
03:00
D
D
Remember your color!
TR
TR
I SI S I CI C
T
T
The time has come to invite you to celebrate
the OC Games 2 in the Capitol!
TTRR
I SI S I ICC
THE OC DISTRICT COLORS
D
D
WELCOME, WELCOME!
HAPPY OC GAMES 2!
Are you ready for the OC Games 2?
The experts of each District will help you with
special effects for an irresistible look!
All you need to remember is the color of your
District. See your District color on next page.
Photo shoot.
The OC Games 2 begins!
Taste the wonderful OC Games 2 menu,
made especially for you, by the capitol chef.
Which tribute will win the big prize?
Who have the most extravagant costume?
Who is Cityzen of the year?
Let’s dance in the fashionable capitol disco!
Sweet dreams.
TT
20:00
The doors are closing at 21:00. For the table seating,
please look for your District color.
INVITATION
GOVERMENT OF OSLO CITY
DISTRICT U IDENTIFICATION PASS
GOVERMENT OF OSLO CITY
DISTRICT 1 IDENTIFICATION PASS
GOVERMENT OF OSLO CITY
DISTRICT 4 IDENTIFICATION PASS
GOVERMENT OF OSLO CITY
DISTRICT 2 IDENTIFICATION PASS
DATE OF BIRTH
UNKNOWN
DATE OF BIRTH
UNKNOWN
DATE OF BIRTH
UNKNOWN
DATE OF BIRTH
UNKNOWN
GENDER
GIRL
GENDER
BOY
GENDER
GIRL
MIGRATED FROM
DISTRICT U
MIGRATED FROM
DISTRICT 1
MIGRATED FROM
DISTRICT 4
MIGRATED FROM
DISTRICT 2
COUNTRY
OSLO CITY
COUNTRY
OSLO CITY
COUNTRY
OSLO CITY
COUNTRY
OSLO CITY
ASSIGNED OCCUPATION
TRIBUTE FROM MENY
ASSIGNED OCCUPATION
TRIBUTE FROM SUPERDRY
ASSIGNED OCCUPATION
TRIBUTE FROM HEADMASTERS
OC CITYZEN NUMBER (PCN)
OC.16GT42D.UF
OC CITYZEN NUMBER (PCN)
OC.14GT36D.2F
OC CITYZEN NUMBER (PCN)
OC.54GT21D.1B
FOOD
FASHION
GENDER
BOY
ASSIGNED OCCUPATION
TRIBUTE FROM BRILLELAND
BEAUTY
OC CITYZEN NUMBER (PCN)
OC.24GT76D.2T
TRIUMPH
GOVERMENT OF OSLO CITY
DISTRICT 3 IDENTIFICATION PASS
DATE OF BIRTH
UNKNOWN
GENDER
BOY
MIGRATED FROM
DISTRICT 3
COUNTRY
OSLO CITY
POP CULTURE
THE OC GAMES TRAILER
vimeo.com/107465594
Only 650 available places
Age limit: 18 years
ASSIGNED OCCUPATION
TRIBUTE FROM FOTBALLSHOP
OC CITYZEN NUMBER (PCN)
OC.64GT89D.3P
SIGN IN
@ www.deltager.no/ocgames
Deadline: October 22nd 2014
Ticket: NOK 390
BE READY FOR THE TIME OF YOUR LIFE!
PRESENTS:
Design: Ginungagap Trykk: hbo.no
ADVERTISING
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COSTUMES, DECORATIONS AND EFFECTS
Costumes, decorations and other effects were used to set the “Capitol atmosphere”.
ADVERTISING
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PRESS WALL
Great photos were taken of all Cityzens.
ADVERTISING
16
GIFT CHEQUE
Several awards were handed out during the evening.
ADVERTISING
CITYZEN OF
THE YEAR
THE BEST
TRIBUTE
THE BEST
COSTUME
Monica Eriksen | Center Manager
Monica Eriksen | Center Manager
Monica Eriksen | Center Manager
Oslo, November 8th 2014
Oslo, November 8th 2014
Oslo, November 8th 2014
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WALL OF FAME
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The Cityzens lounge was beautifully decorated with wallpaper before and after the event.
ADVERTISING
IS
TRIC
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D
OF
ZEN
CITYE YEAR
TH
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OSLO CITY
AP TRYKK: HBO.NO
PHOTO ALBUM
Every Cityzen received a photo album after the event.
2014
ADVERTISING
19
TEASER
A teaser trailer was published on our Facebook group: “Only for Oslo Cityzens”
PUBLICITY
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TRIBUTE FILMS
On the Tribute ID it was possible to scan a qr-code to watch a short tribute introduction film.
GOVERM
DISTRIC ENT OF OSL
O CITY
T U IDEN
TIFICAT
ION
DATE
OF
UNKNOW BIRTH
N
PASS
GOVERM
DISTRIC ENT OF OSL
O CITY
T 3 IDEN
TIFICAT
ION
GENDER
GIRL
MIGRAT
ED FRO
DISTRIC
M
TU
COUNTR
Y
OSLO
CITY
DATE
OF
UNKNOW BIRTH
N
ASSIGN
ED OCC
TRIBUTE
UPATION
FROM
MENY
OC CITY
OC.16G ZEN NUMBER
T42D.U
(PCN)
F
MIGRAT
ED FRO
DISTRIC
M
T3
COUNTR
Y
OSLO
CITY
FOOD
GOVERM
DISTRIC ENT OF OSL
O CITY
T 1 IDEN
TIFICAT
ION
DATE
OF
UNKNOW BIRTH
N
ASSIGN
ED OCC
TRIBUTE
UPATION
FROM
FOTBAL
LSHOP
OC CITY
OC.64G ZEN NUMBER
T89D.3P
(PCN)
POP CUL
TURE
PASS
GOVERM
DISTRIC ENT OF OSL
O CITY
T 4 IDEN
TIFICAT
ION
GENDER
BOY
MIGRAT
ED FRO
DISTRIC
M
T1
PASS
GENDER
BOY
COUNTR
Y
OSLO
CITY
DATE
OF
UNKNOW BIRTH
N
ASSIGN
ED OCC
TRIBUTE
UPATION
FROM
SUPERD
RY
OC CITY
OC.14G ZEN NUMBER
T36D.2F
(PCN)
MIGRAT
ED FRO
DISTRIC
M
T4
PASS
GENDER
GIRL
COUNTR
Y
OSLO
CITY
FASHIO
N
ASSIGN
ED OCC
TRIBUTE
UPATION
FROM
HEADMA
STERS
OC CITY
OC.54G ZEN NUMBER
T21D.1B
(PCN)
BEAUTY
GOVERM
DISTRIC ENT OF OSL
O CITY
T 2 IDEN
TIFICAT
ION
DATE
OF
UNKNOW BIRTH
N
MIGRAT
ED FRO
DISTRIC
M
T2
PASS
GENDER
BOY
COUNTR
Y
OSLO
CITY
ASSIGN
ED OCC
TRIBUTE
UPATION
FROM
BRILLEL
AND
OC CITY
OC.24G ZEN NUMBER
T76D.2T
(PCN)
TRIUMPH
PUBLICITY
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DIGITAL SCREENS
Effie Trickets iconic “slogan” was used on digital screen and on Facebook.
MAY THE ODDS BE
EVER IN YOUR FAVOR!
- EFFIE TRINKET -
PUBLICITY
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FACEBOOK
We used social media actively to engage the Cityzens before and after the event
on the private Facebook group “Only for Oslo Cityzens”.
PUBLICITY
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