THE PALE COMPLEXION EXAMINATION
Title | THE PALE COMPLEXION EXAMINATION |
Brand | NORWEGIAN AIRLINES |
Product/Service | SUN & SEA DESTINATIONS |
Category |
A01. USE OF SCREENS IN A MEDIA CAMPAIGN |
Entrant Company
|
KITCHEN LEO BURNETT Oslo, NORWAY
|
Advertising Agency
|
KITCHEN LEO BURNETT Oslo, NORWAY
|
Media Agency
|
VIZEUM Oslo, NORWAY
|
Production Company
|
ADFORM Oslo, NORWAY
|
Credits
Christian Hygen |
Kitchen Leo Burnett |
Copywriter/Creative Leader |
Per Erik Jarl |
Kitchen Leo Burnett |
Art Director/Creative Leader |
Thomas Askim |
Kitchen Leo Burnett |
Copywriter |
Eirik Stensrud |
Kitchen Leo Burnett |
Art Director |
Ellen Sørnes |
Kitchen Leo Burnett |
Account Director |
Pia Lystad |
Kitchen Leo Burnett |
Graphic Designer |
Rune Roalsvig |
Kitchen Leo Burnett |
Account Director |
Aram Zarkoob |
Kitchen Leo Burnett |
Creative Producer |
Mindaugas Brazga |
Adform |
Creative Account Manager |
Billy Jenkins |
Adform |
Rich Media Solution Manager |
Ketil Øye |
Adform |
Business Development Director |
Kristian Hødnebø |
Jcdcaux Norge AS |
Senior Sales Outdoor |
Christian Lindemann. |
Vizeum Norge |
Digital Director |
Simen Kjær |
Vizeum Norge |
Account Manager/Digital Advisor |
Cecilie Haugli |
Vizeum Norge |
Account Manager |
Results and Effectiveness
One new person attended every two minutes. Something we think is good considered that the
involvement process took time (participant had to fill in personal details, contact address and a
consent. Then the participant was photographed). Oslo Central Station is also a transit place
where people usually are in a hurry. Therefore, it is evident that activity caught people's
attention. Beyond the actual participation it was a goal to show people's participation in the
brand through exposure on the screens at Oslo S. Something that worked very well through
ADFORM technology and interaction with the digital surfaces at Oslo S
Creative Execution
The creative idea demanded an interactive digital solution that would refresh instantly in a
'offline' media. We needed hosting technology normal for traditional display ads (online banner
ads) for digital out of home. The media team collaborated with media owners and ad hosting
technology to create digital out of home spaces equal to traditional online display placements.
The result is the first digital out of home ad hosted by a display ad company (as far as Vizeum,
JCDecux and Adform knows) enabling an interactive solution with the simplicity as traditional
display
Insights, Strategy and the Idea
Norwegian Air wanted to increase people in Oslo´s knowledge about their wide range of sunny
destinations. The insight behind the campaign is that the great contrast (between
Norway and the destinations) triggers people´s longing for trips to warmer places.
The interactivity of the campaign allowed us to use the target group´s own 'winter gray' skin as
the contrast to the vivid warm destinations
The idea & execution:
We developed an software that could measure the saturation and the greyness in peoples skin. Then we made an event on Oslo Central Station, were people could compete in being the most winterpale person in Oslo. Passersby where photographed, skintone were measured and the results were directly feeded on to the screens inside and outside the station area and on the Norwegian Facebook fanpage. The winner would win a trip for 4 persons to Gran Canaria.