The Viking Planet & SDG\TBWA to the tourists visiting Oslo: Go to Hel

What do headlines such as “Tourists. Go to Hel.”, “Join our Unique Fjord Cruise, and “The Best Chopping Mall in Oslo” have in common? They are all part of the new summer campaign for the interactive and digital Viking museum, The Viking Planet, in Oslo, Norway.

The creative agency SDG\TBWA has crafted a clever campaign that connects the immersive museum with the Viking area’s destinations, transforming the museum itself into a must-visit location.

Rasmus Ramstad, CEO of The Viking Planet, shared his vision:

“The Viking Planet is a destination in itself, offering visitors an unparalleled opportunity to step back in time and experience the Viking Age firsthand. This campaign perfectly captures the essence of our museum, emphasising the timeless fascination with Viking history. Our immersive experiences and state-of-the-art technology allow guests to connect with a bygone era, making the past come alive in a way that is both educational and thrilling. The campaign aligns seamlessly with the spirit of The Viking Planet, inviting everyone to embark on a journey through time.”

“The Vikings continue to fascinate us due to their multifaceted nature and the lasting impact they left on various cultures. Their reputation as fierce warriors and skilled seafarers, combined with their rich mythology and artistic traditions, creates an aura of adventure and mystery. The Viking Age is a relatively short span and the abundance of dramatic sagas and archaeological discoveries further fuel our curiosity. The blend of exploration, warfare, artistry, and societal dynamics makes the Vikings a captivating subject for modern audiences.”

Erik Heisholt, Executive Creative Director of SDG\TBWA explains:

“We wanted to shift focus from talking about the state of the art tech that makes it possible to travel through time, and focus on the experiences and destinations that actually meets you when you have travelled in time. Therefore we decided that The Viking Planet belongs to the travel- and tourism category, not the technology/digital category. And the interesting thing about this strategic shift of direction, is that we can use the clichés of the travel advertising language, and simply tell people what they will experience, and how much the tickets are. So it’s not an exaggeration to say that Hel awaits, nor that the locals will do everything they can to kill you when you join the cruise on the Rauma river. It’s what actually happens.”

“The Vikings believed in equal opportunities; you could just as easily be killed by a woman as by a man. The difference now is that we can almost guarantee you’ll stand up from death when experiencing a visit to Hel or Valhalla at The Viking Planet. This campaign captures that thrilling sense of adventure and history that defines the museum.”

The campaign draws attention to the museum as a hub of multiple destinations that visitors can experience through cutting-edge technology. At The Viking Planet, guests can travel back in time and immerse themselves in the Viking Age, exploring different aspects of Viking life and mythology. The 1600-square-metre digital gateway in the heart of Oslo is just across from Oslo City Hall, offering an array of virtual journeys and interactive experiences.

Through technology, visitors can embark on a unique fjord cruise, visit the mythical realms of Hel and Valhalla, and explore the bustling markets and warships of Viking society. This campaign underlines the diverse adventures that await at The Viking Planet, making it a must-visit destination for anyone fascinated by the Vikings.

The Viking Planet is a digital portal to the Viking Age and was open in June 2019 in Oslo, as first digital Viking Age Museum. Using the technological tools and entertainment devices of tomorrow, we offer our guests a wide selection of unique experiences and exhibitions centered around the Viking Age. Regardless of your knowledge about Vikings, the unique technology and exhibitions make The Viking Planet an attractive adventure for tourists, social outings, and school groups. Topics covered include Ships and navigation, Weapons and war, Women in the Viking Age, and Religion and mythology.

SDG\TBWA is part of the TBWA Nordic collective, a group of 300 thinkers and doers who solve problems with creativity wherever they exist, spanning advertising, brand strategy, experience, design, digital, and much more. A disruption® company and a part of TBWA