How to get young people to watch NRK Nature?

Challenge:
NRK wanted to reach younger viewers aged 20-30 with its nature programs. There had also generally been few programs about life under water in Norway, which was a natural angle. Analyses also showed that it is important to personalize the experiences you have in nature in order for the viewer to be invested in what is shown. Since the series should ideally contain reactions and experiences combined with underwater clips, it was important to find a solution to bring the joy of diving to the TV screen.

Solution:
The solution was to produce an eight-part documentary series that was created along the way as we sailed up and down the Norwegian coast. The focus was on documenting the stunning coastline, mainly underwater. This way, viewers could get an insight into the daily life on board the sailboat, the challenges we had to overcome, and the joy we had with the nature experiences. To really bring our underwater experiences into thousands of homes, we created an innovative solution that allowed us to talk, communicate and record audio underwater. This has rarely been done worldwide, and never before in Norway.

The result:
The result was a great success, and we were eventually awarded one of NRK's best broadcast times at 20:00 Sunday evening on NRK1. It was also published on NRK Nett-TV and has gathered well over half a million views. The series was also nominated for the Gullrutens Fagpris, and won NRK's internal award for "innovation of the year". Conversations with diving centers around Norway also showed a noticeable increase in the number of course registrations after the series.