Cannes Lions

DOMESTIC AIRLINE

McCANN NORWAY, Oslo / WIDERE / 2012

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Presentation Image
Film
Film

Overview

Entries

Credits

Overview

Description

Could you escape the rain? Widerøe, a domestic Norwegian airline, has a unique summer offer: a Norway-ticket that let’s you fly as much as you want across Norway. Unfortunately for Widerøe, or any domestic airline in Norway for that matter, Norwegians want a sunny summer holiday and Norway has probably the worst, most unstable and rainy summer weather in the world. Defining rain as our number one enemy, we decided to turn our ticket into the solution. If you can fly as much as you'd like across the entire country, wouldn't it be possible to escape the rain? In what was going to become the worst weather in over a hundred years, we decided to prove the impossible. With the help of 2 guys and 2 tickets we were going to try to give our audience what they wanted and deserve: A (Norwegian) summer without rain.

Execution

We didn't only promise it. We decided to prove it. Together with two of Widerøe's Facebook friends we decided to challenge the bad weather once and for all. How? By using the Norway-ticket, off course. And by making it possible for the two guys to tell about their 20 day long journey away from the rain, and interact with the growing audience. The audience could follow the journey from their traveling blog, with daily new video diaries and help them to escape the rain through Facebook, twitter and Instagram. And what started as an experiment to escape the rain, soon turned out to broadcast a story of two good friends through the best of what Norway had to offer.

Outcome

During the 3 weeks the campaign lasted, the numbers of followers on Widerøe's Facebook page increased by 50%. It happened to be the worst weather, in Norway, in over a hundred years, but our boys proved A Summer Without Rain possible, and managed to escape the rain 19 out of 20 days. More importantly, never before have so many passengers travelled with Widerøe in the summer months from June to July. It actually created a new challenge for our client. For the very first time in the long history of Widerø, the planes got overbooked.

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