People like Brad Pitt. They also like cheap plane tickets. So when Brangelina broke up, we saw an opportunity to offer people both.

We created a real-time-response executed as a print ad. The ad was a twist on what everyone was talking about, using the price point as an active part of the creative execution. The ad gave people a pretty good reason to travel to Los Angeles, and went viral in social media all by itself. It was live within 24 hours after the idea was conceived.

The idea was conceived on September 21, and published on September 22.

Print ads placed in Norwegian newspaper VG, and the London newspaper Evening standard.

32% sales increase on the route over night

300M earned potential reach

53,2M earned potential reach in social media alone

890 news articles and blog posts published globally

94% positive sentiment

Brad awareness

Traditional media was used to spark engagement in new media, perhaps changing our perception of the traditional print ad.

As a real time response, using the print ad was a calculated move to spark engagement. Because the print ad is considered a slow medium, we used it to surprise and spark interest, generating consumer participation and sharing in new media.

Consumers are constantly looking for good content to post on their social media profiles, and they constantly carry the tool they use to create this content - their phones. Instead of encouraging consumers to participate in an activity or competition, we created an ad that reflected what people were talking about in social media, so consumers could take a picture, share it, and join the conversation.

Norwegian is a fast growing airline, that now offers cheap trans-atlantic flights to and from the US. However, they are not well known in their new markets. The campaign objective was to increase sales and brand presence in these new markets.