Valgdirektoratet: How we got (almost) all of Norway to vote

In connection with the 2025 parliamentary election, Trickle was commissioned to help the Norwegian Directorate of Elections reach the entire population with information about the election. The objective was simple, yet demanding: ensure that everyone, regardless of age, language or background felt confident about how and where to vote.

Background

Ahead of the 2025 parliamentary election, Trickle was tasked with supporting the Norwegian Directorate of Elections in reaching the full population with clear and accessible election information.

The goal was straightforward, but ambitious: make sure every eligible voter felt informed and secure about the voting process.

Together with our sister agency Spoon, we developed a campaign designed to both inform and engage. Spoon was responsible for concept development, content and creative direction, while Trickle led distribution, budget allocation and execution across more than 15 channels — both digital and traditional.

 

The result? The highest voter turnout in 36 years!

Insight and strategy

Prior to launch, we conducted comprehensive insight work in close collaboration with the creative team to identify relevant needs and opportunities. We also analysed learnings from previous campaigns and carried out continuous evaluations throughout the campaign period.

The objective was to understand how different audience groups perceive the electoral process, their media consumption habits, and the barriers that may prevent participation.

Based on these findings, we developed a Performance Plan ensuring both national reach and local precision, with clear budget prioritisation based on demographics, geography and media consumption patterns.

“ The information campaign is one of the key initiatives of the election. This year, we are very pleased with the expression, the breadth of information communicated, and the platforms we are present on.

Kjetil Johansen Senior Communications Adviser, Norwegian Directorate of Elections Valgdirektoratet

Solution

Distribution and execution

Trickle managed the full scope, from channel planning and booking to continuous real-time optimisation. The campaign ran across 15 channels, including:

  • Digital platforms: Meta, YouTube, Snapchat, Google search ads, display and programmatic.
  • Offline media: Public transport placements, outdoor advertising (DOOH and OOH), as well as cinema and radio.
  • Other formats: Podcast advertising and online video.

We ensured that the media mix balanced broad national reach with precision targeting in local audiences, with flexibility to reallocate budgets dynamically based on data. Brand-safe environments were a key requirement throughout the campaign.

Budget allocation was continuously adjusted based on actual reach and engagement across regions. This enabled us to prioritise areas with lower early voting rates and increase visibility where the need was greatest.

Results

8.81% Increase in early votes compared to the previous election.
16.13% Increase in votes from men aged 18–35 — one of the campaign’s most prioritised target groups.
80% Of eligible voters cast their vote in this year’s parliamentary election.
All Population groups were reached through the campaign, across language, age and place of residence.

In short

The election campaign demonstrates our ability to manage complex national deliveries. From deep insight and analysis to holistic media strategy, channel selection, budget management and distribution across both digital and physical platforms.

Susanne Nygaard

Contact Susanne

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