The communication needed to be solidly rooted in SOL’s personality and the product sol.no – SOL guides you and keeps you updated with a friendly smile. Separation from the competition, standing out from the crowd and taking advantage of the possibilities of the internet were important criteria in the concept development phase. The concept “SOL comments” – is banner ad space used as outlet for commentary on news and articles related to content on SOL.no.

The campaign consists of 2 different ad categories: General ads and Live published ads. The Live published ads are managed and updated by a custom publishing tool. The copywriters monitor the websites where the current media placement is live and create and update the commentary on-the-fly, live and direct throughout a session during the day or evening. 3 copywriters take turns in the commentary chair, producing, in the initial phase, 200 hours of content for the front pages of some of Norway’s largest websites.

So far 2-3000 unique and current ads have been created. Generated and published via a custom publishing tool via Flash Media Server. The commentary is written by the use of a Pen Tablet.