Cannes Lions

AIRLINE

M&C SAATCHI STOCKHOLM, Stockholm / NORWEGIAN AIR / 2015

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Overview

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Credits

Overview

Description

Norwegian Airlines is the third largest low-cost carrier in Europe. The company has 417 routes to 126 destinations. All at low prices.

The Norwegian people are extremely proud of their flag. And Norwegian Airlines are equally proud of its origin. Since there are over six flags (Indonesia’s, Poland’s, Finland’s, France’s, Netherland’s & Thailand’s) hidden in the flag of Norway, and Norwegian Airlines traffics five of them: What could be a better way of communicating their routes (and prices) than through the Norwegian flag?

We used ’The Flag of Flags’ to create an ad that’s unmistakably Norwegian, published in the largest newspapers in Norway.

The ad top trended in four of the countries involved. Over 1200 articles and lots of posts was written about it, and proud Norwegians even changed their profile pictures on Facebook – to an ad for Norwegian Airlines. And January 2015 had a considerable growth in long-haul operation.

Execution

An interactive digital screen was connected live with a custom-designed taxi.

People who took part could choose where to go, and control the 360 degree live stream camera on the roof of the car while the driver gave them stories, about the city. Real-time. It was also possible to book a trip to New York direct in the digital screen.

Outcome

The campaign top-trended/shared in Norway the first days and generated over +500.000 views the first month on Youtube and facebook. (650% higher than expected).

+820 articles generated on both in Norway and on a global level and +44.600.000 impressions in social media. (820% higher than expected).

And most importantly, January 2015 had a considerable growth in long-haul operation for Norwegian Airlines.

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