| Title | FLY WITH US |
| Brand | AVINOR |
| Product/Service | STATE OWNED AIRPORT OPERATOR |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Entrant Company
|
CREUNA Oslo, NORWAY
|
|
Advertising Agency
|
CREUNA Oslo, NORWAY
|
|
Production Company
|
TV2 Oslo, NORWAY
|
Credits
| Pål Jespersen |
Creuna As |
Senior Art Director |
| Oskar Bringager |
Creuna As |
Senior Copywriter |
| Christian Wightwick Alfsen |
Creuna As |
Key Account Manager |
| Merete D. Land |
Creuna As |
Project Manager |
| Bjørn Endre Langeland |
Creuna As |
Graphic Designer |
| Jonas Fredin |
Creuna As |
Ux/Team |
| Jørn/Tore Sande |
Creuna As |
Ux/Team |
| Karianne Andersen |
Creuna As |
Ux/Team |
| Kent Robin Haugen |
Creuna As |
Ux/Team |
| Silje Storhaug |
Creuna AS |
Digital Project Manager |
| Øystein Eriksen |
Creuna As |
Digital Project Manager |
| Arne Hjeltnes |
Creuna As |
Tv/Host |
Results and Effectiveness
“Fly with us” proved a massive success, and led to a mobilization of people, promoting their local communities and airports beyond imagination. By creating Norway´s largest archive of aerial film, Avinor and their stakeholders now have priceless content for years to come.
Results:
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)
Creative Execution
Avinor is a state owned company, so spending Norwegian tax money carefully was crucial. Traditional advertising could´ve lead to negative PR. Instead we launched a branded experience and formed a partnership with TV2, Norway´s largest commercial TV station.
To build momentum prior to the takeoff, a wide range of national and regional medias were invited to a press conference, resulting in a broad coverage.
TV2 promoted “Fly with us” through program previews, news features and interviews, encouraging people to explore the proposed route online and contribute with ideas and changes.
Facebook was, at first, primarily used for organizing physical events. Later, sharing of user generated content recruited new fans and enriched the following TV shows.
The take-off was broadcasted live on the TV2 news. For the next 3 weeks, aerial film was streamed on TV2 online and highlights were broadcasted during 15 daily TV shows (30 mins).
Insights, Strategy and the Idea
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 choose to.
So, to raise the awareness of Avinor and prove the value of all the airports, we launched “Fly with us” – an aerial experience documenting Norway from above, from airport to airport.