Title	NORWEGIAN RED CAB
Brand	NORWEGIAN
Product/Service	LONG HAUL AIRLINE
Category	H02. Branded Tech off-line (incl. Digital Installation/Exhibit)
Entrant Company	M&C SAATCHI STOCKHOLM, SWEDEN
Advertising Agency	M&C SAATCHI STOCKHOLM, SWEDEN
Production Company	STOPP Stockholm, SWEDEN

Creative Execution

An interactive digital screen was connected live with a custom-designed taxi. People who took part could choose where to go, and control the 360 degree live stream camera on the roof of the car while the driver gave them stories, about the city.

The event was a huge success with lots of different and fun real-time data interactions. Most participants have never been to the city and this opportunity certainly generated a very special moment of inspiration. The initiative was also documented and the film top-trended/shared in Norway the first days and generated over +500.000 views the first month on Youtube and facebook. (10% of the population in Norway) +820 articles generated on both in Norway and on a global level (including Tripadvisor, Aftenposten, Travel Magaizne and Visit Norway) and +44.600.000 impressions in social media. January 2015 had a considerable growth in long-haul operation.

Background Norwegian Airlines is the third largest low-cost carrier in Europe. They have been named Europe’s Best Low Cost Airline two years in a row. The company has 417 routes to 126 destinations. All at low, low prices. Brief But most people, even in Norway, are unaware that Norwegian Airlines have a number of new direct long-haul flights to places like New York. How can we increase awareness about flying long haul among the target audience? Especially in Norway? And make them engage with a destination like New York? Idea To promote its direct long-haul service to New York, Norwegian Airlines invited shoppers in an Oslo mall to take a virtual taxi ride around Manhattan.