As of January 2013, Norway adapted to an EEA directive that opened up for product placement in movies, drama series, light entertainment shows and sports shows on TV.
According to Norwegian broadcasting legislation, product placements should not affect editorial independence or directly promote the purchase or rental of products or services.
Product placement of particular interest to children or of weapons, models of weapons or toy editions of weapons is prohibited. The prohibition also includes tobacco and alcohol.
A program containing product placement is to be identified by a clearly visible “P” at the opening and at the end of the program.
In the case of Avinor, it was of common interest that we managed to avoid the visible “P”. The focus was on how to blend in and balance the company´s values and stories into the entertainment in a enriching and natural way, without “selling” a specific message or product. Deciding on hosting the shows from the airports, placing them as ambassadors and hubs for regional attractions, interviewing people and businesses depending on local air traffic, was all within the editorial format. The branded helicopter also proved to be within the directive.
Results
Norway is a long and rugged country.
Yet, you’ll find vital communities everywhere – thanks to the 46 airports operated Avinor.
With a population of only 5 million, having many and remote airports raises the issue of centralization, due to high costs. Fewer airports would have a great negative impact on small regions and the future of Avinor.
To continue today’s model, Avinor needs popular support. The problem is that few people are aware of the company, and take airport services for granted.
The campaign was based on a fundamental insight: Norwegians love their nature and the freedom to live wherever they choose to.
So, to raise the awareness of Avinor and prove the value of all the airports, we launched “Fly with us” – an aerial web experience documenting Norway from above, from airport to airport.
Every day, for three weeks, Avinor’s helicopter streamed online film, exploring the beauty of Norway’s regions and communities.
To maximize the campaign, we formed collaboration with TV2, Norway´s largest commercial TV station. Together we created the most ambitious web TV project in the channel’s history.
On the campaign site, users could follow the planned route, propose changes and toggle between HD and 360 degree film while listening to local stories presented by a famous globetrotter.
“Fly with us” also included 15 daily TV shows (30 mins), broadcasting from airports along the way.
The campaign was launched with a press conference at Oslo Airport, the starting point of the journey, National and regional medias participated, resulting in nationwide coverage throughout the campaign.
By forming a cooperation with TV2, “Fly with us” got wide coverage across and between all TV2’s channels. On TV, the concept (both the online experience and the evening TV shows) was promoted in program previews, news features, interviews in morning shows and even the weather forecast. On TV2’s news site, feature articles and video highlights from the journey, was continuously on the front page.
Facebook was used for organizing physical events, getting user generated content for the TV shows and to encourage people to come up with new destinations and ideas. Local press nationwide covered the events with articles.
“Fly with us” proved a massive success. Not only did we create Norway´s largest archive of aerial footage, valuable for Avinor and their stakeholders for years to come. “Fly with us” led to a massive mobilization of people, promoting their local communities and airports in spectacular ways.
The TV shows gathered 4.7 million viewers on aggregate, averaging a 25 % share of audience. The webpage attracted close to 1 million users, each spending an average of 25 minutes. There was no traditional media budget, but earned media generated an estimated value of over NOK 50 mill (USD 10 million). Brand reputation improved by over 30%, the 3rd highest increase among Norwegian brands in 2014 (Ipsos 2014).