“Fly with us” was the most ambitious web-TV production in TV2s history. On the site, users could follow the helicopters exact position using google maps. The helicopter was equipped with HD and a 360-deegree cameras, enabling users to toggle between views. Users could share favorite parts from the player attracting new followers.
From the helicopter, a famous globetrotter enriched the experience with local knowledge. He also acted on ideas for route changes and spontaneous events, announced in social media. UGC, articles and video highlights was placed visible at all times on TV2s frontpage to drive traffic to the site.
“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.
TV shows agg. 4.7 million viewers
TV shows avg. 25 % share of audience. Highest rating: 34,4 %
Website 1 million users / 430.000 unique
Avg. time spent 25 minutes.
Est. earned media USD 10 million
Brand reputation improved by 34 points, the 3rd highest increase among Norwegian brands in 2014.
(Source: Ipsos, TV2, Retriever)
Our client, Avinor, operates 46 airports all across Norway. In a country of only 5 million people, this is a costly model, raising the issue of centralisation. This would, however, have a great negative impact on Norway’s many remote communities. The problem is that people are unaware of the company operating the airports, and take aviation services for granted.
To prove the value of Norway’s airports and Avinor’s role in society, we launched “Fly with us” – an aerial web experience documenting Norway from above, from airport to airport. Together with Norway’s largest commercial TV station, we flew every day for 3 weeks and visited all of the country´s airports, streaming 90 hours of aerial footage online. Highlights were broadcasted in 15 daily TV shows.
Norwegians love their nature and the freedom to live wherever they want – much thanks to the airports. This key insight underpinned the idea.