Norway is a long and rugged country.
Yet, you’ll find vital communities everywhere – thanks to the 46 airports operated by 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 want.
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.
Success of the Campaign
“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).
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
To maximize the campaign we formed collaboration with TV2, Norway's largest commercial TV station.
The campaign was launched by a press conference at the starting point of the journey, Oslo Airport. National and regional media participated, resulting in nationwide coverage throughout the campaign.
To build momentum prior to the take-off, TV2 promoted “Fly with us” through program previews, news features and interviews. People were encouraged to explore the proposed route online and contribute with changes.
Facebook was, at first, primarily used for organizing physical events. Later, the sharing of user generated content recruited new fans and was used in the following TV shows.
The take-off was broadcasted live on the TV2 news.
For three weeks, aerial film was streamed in HD and 360 degree-film to TV2's “live-centre”, and commented by a famous Norwegian globetrotter.
15 airports hosted daily TV shows (30 minutes), broadcasting highlights from the day before.