Innsikteriet pre-tested a new communication concept: A likable shopkeeper and peddler sees the light of day! Innsikteriet got to be a small part of the team before the talented crew at Obs and WAL launched their new spokesperson for the Obs grocery chain.
Innsikteriet was brought on board while Bosse 1.0 was still in the concept stage. The material consisted of a script, mood boards, and a narrator’s voice that guided us through the storyline. Innsikteriet conducted a series of digital group discussions—all of which were observed by the client and the agency.
For Obs and WAL, it was important to get confirmation of the concept and the Bosse character, while also gathering feedback to optimize the Bosse character and fine-tune it for launch. Our qualitative work involved digging deeper and gaining a better understanding:
• The immediate impression. How does the creative idea work?
• Who is this Bosse guy? How is the protagonist, Bosse, portrayed? Is he the jovial and likable guy we want him to be? Is his “business idea” understandable and “on point”? How can he become a credible businessman who can represent Obs?
• Key scenes. Identification of and specific feedback on key scenes in the film.
• Engagement. To what extent does the film also strike an emotional chord? Does Bosse appeal to both the heart and the mind?
• Understanding of the value of shopping at Obs. Through the new concept, film idea, and new slogan.
• Relevance. Is the idea relevant and motivating? Even among those who don’t shop at Obs as much today?
• Uniqueness. Does it stand out from the otherwise similar formula for grocery store commercials?
- In record time, Bosse has become “Bosse” for all of Norway. He has established himself as a brand ambassador whom three out of four Norwegians associate with the Obs brand, while the concept scores very high in terms of likability and advertising attention
In June 2026, Obs and WAL won the advertising auction for the third time in a row. Kampanje summed it up with the following industry conclusion on its front page: “Hat trick for Obs and Bosse—We’ve struck gold.” That’s great—congratulations! It’ll be exciting to follow Bosse’s progress.
You can watch the first film by Bosse here.