OBOS is Norway’s largest cooperative housing association, and the largest property developer in the Nordics. We believe that a city with a rich cultural life is a good place to live. Hence, OBOS is one of the largest cultural sponsors in Norway.
This case is all about the festival sponsorships. This year, we aimed to improve our visibility and presence at the festivals compared to previous years, while increasing audience engagement with our sponsorships. Additionally, we still wanted to show our commitment to being a developer dedicated to building homes.
A survey carried out by the analysis agency Norstat for the Norwegian Choir Association shows that only half of us think we can sing, but that most of us still like to sing at home. So,we sent out a questionnaire to our members and asked if they liked to sing, and where in their homes they usually sing. The answers revealed that our most popular singing-locations, or scenes if you want, is the bathroom, the kitchen and the livingroom.
This sparked the idea to move people’s most popular scenes to the festivals, inviting our target audience to sing karaoke where they feel right at home. Free to sing with the voice they have in OBOS Bathroom karaoke, OBOS Kitchen karaoke and OBOS Livingroom karaoke. The activations were a tremendous success, with the tents consistently filled with enthusiastic crowds singing. In this way, OBOS Home Karaoke provided a stage that empowered the audience to shine and have fun.
