| Title | COME ON HOME |
| Brand | WIDERØE |
| Product/Service | AIRLINE |
| Category |
A10. Integrated Campaign led by Content Platform |
|
Entrant Company
|
McCANN NORDIC OSLO, NORWAY
|
|
Contributing Company
|
McCANN NORDIC OSLO, NORWAY
|
|
Media Agency
|
MINDSHARE Oslo, NORWAY
|
|
Production Company
|
FANTEFILM Oslo, NORWAY
|
Credits
| Torstein Greni |
Mccann Nordic Oslo |
Creative Director |
| Stein Simonsen |
Mccann Nordic Oslo |
Creative Director |
| Merete Hildonen |
Mccann Nordic Oslo |
Account Manager |
| Linda Kling |
Mccann Nordic Oslo |
Account Director |
The Campaign
Widerøe is a domestic airline, covering 44 small destinations across rugged Norway. They have a special place in the hearts and minds of most Norwegians, as «everyone» has a cousin or grandparent who lives in one of the 44 destinations, which are spread out all over the country and difficult to access by other means of transporation. Widerøe are often facing rough weather, but their small propeller planes with their informal stewardesses and experiences pilots seem to always overcome the challenges.
This campaign had two clear objectives: Rationally, to remind people of Widerøe's exact destinations. Emotionally, to enhance the brand based on the concept "All over Norway. All the time", which was launched with the highly awarded TVC "Grandpa's Magic Trick" three years ago.
We set out to create a piece of music and lyrics that captured the essence of the unique Widerøe brand, and invited everyone living in any of Widerøe's 44 destintations to help co-create the song's music video, by uploading photos or video from their home towns. Each destination got its own slot in the video, making it is easy to upload content, using simple drag-and-drop functionality.
Each contribution resulted in a new and unique version, so the music video kept changing throughout the entire campaign. Every time the video was played, it also included real-time weather information from each town and the times of Widerøe's next arrival and departure from that particular place. A final version of the video was aired in its entirety on national TV.
For several months, the song was A-listed on NRK P1, by far Norway’s biggest radio station, where advertising is totally prohibited. NRK P1 has nearly 2 million listeners weekly, out of a total population of 5 million. More than 100.000 visited the campaign site and engaged with the interactive music video, providing us with a overwhelming amount of authentic photos and videos from every single one of Widerøe’s 44 destinations. The song even was given the honour of being the opening number on «Spellemann», Norway’s Grammy, and broadcast on NRK TV.
The branded content/entertainment consisted of two parts: First, the song we co-created with an unknown band (music + lyrics), recorded and had released on a private label. Secondly, the interactive music video where people could upload pictures or video from their respective home towns, to form and share their own unique version of it.