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

Norwegian Directorate of ElectionsSpoon

The result? The highest voter turnout in 36 years!

Insight and strategy

“ 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

  • 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.

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

Project team

  • Pernille Tårnes

    Pernille Tårnes

    Digital Marketing Lead

  • Johann Ytredal

    Johann Ytredal

    Distribution Lead

Susanne Nygaard

Contact Susanne

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