About the project

ONS is an international energy event rooted in Norway, making it important to build awareness both nationally and internationally. Together with the ONS communications team, we mapped out the key topics and moments throughout the year, using them to shape the advertising around what mattered most at each stage.

Early in the year, the focus was on building awareness and highlighting ONS’s international reach. This was followed by campaigns around technical sessions and speaker opportunities, before shifting towards the programme once it was announced. As the event approached, the focus naturally moved towards driving ticket sales and attendance.

The advertising ran across a wide range of channels, from social media and digital banners to specialised energy publications and general media such as Stavanger Aftenblad. The campaign also included print, including a two-page spread in Stavanger Aftenblad: one page introducing ONS, and the other highlighting ONS+, the free arena featuring concerts, social events and other activities.

The ads were produced in both Norwegian and English, with messaging adapted to suit different audiences and contexts.

Approach

Rather than communicating everything at once, we built the advertising around the different reasons people might engage with ONS throughout the year.

The approach was to identify the key message for each moment and translate it into advertising that could work across different formats, audiences and channels. The visual direction remained recognisable across the campaign, while the messaging could shift depending on whether the goal was to create awareness, attract speakers, promote the programme or drive ticket sales.

We also adapted the communication between Norwegian and English, considering not only language but the different audiences each message was intended to reach. This allowed the campaign to feel relevant locally while still reflecting the international character of ONS.