| Title | EMOJI LAS VEGAS LAUNCH |
| Brand | NORWEGIAN AIRLINES |
| Product/Service | AIRLINE, NEW DESTINATION |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Advertising Agency
|
ISOBAR Copenhagen, DENMARK
|
|
Media Agency
|
VIZEUM Copenhagen, DENMARK
|
|
Entrant Company
|
VIZEUM Copenhagen, DENMARK
|
|
Production Company
|
ISOBAR Copenhagen, DENMARK
|
Credits
| Jeppe Meier |
Vizeum Denmark |
Creative Content Manager |
| Helene Thorsen |
Vizeum Denmark |
Social Media/Content Manager |
| Casper Buchhave |
Vizeum Denmark |
Digital Account/Some Manager |
| Mehrzad Beiknejad |
Isobar Denmark |
Head Of Games/Senior Frontend Developer/Designer And Motion Graphics Specialist |
| Buster Damborg Laursen |
Isobar Denmark |
Mobile Manager |
The Brief
As we curiously followed the rise of emojis it became clear to us that this was not just a fad but rather a new, universal form of communication that were here to stay. Since our target audience was as accustomed to emojis as to letters we wanted to take advantage of this and engage them on their own terms. We therefore created an emoji url which served as a landing page (the only page) for the campaign. Minimal engineering work was done since and budget was kept under 1.000$.
Denmark has, despite its relatively small size, always been a frontier on technology and innovation. The country’s high living standards enable the population to adapt quickly to new technology (eg. Well over 60% in “P all ages” have a smartphone) and to implement it in their daily lives.
The emoji url campaign solved the clients problem of lacking emotional connectedness with young adults. We harnessed something that everyone is familiar with (the url) and made it more fun and interesting to the TA. With this simple innovation we created a red thread between the clients offer and the campaign.
The long term for goal is to increase brand preference within the target audience (young adults).
The emoji URL is already adopted to other markets and used for new destinations.
The campaign will be followed up in a new activation, with an experiental emoji roulette. This activation will be executed by the airport baggage claim, to extend the emoji universe and to illustrate how multifaceted Las Vegas is as a travel destination.
The Emoji URL led to discussions on SEO sites whether it is possible to index emoji URL’s in google searches. The case used for this discussion was this campaign.