Title	SELLING PLANE TICKETS WITH EMOJIS
Brand	NORWEGIAN AIRLINES
Product/Service	AIRLINE
Category	B01. Use of Social Platforms
Advertising Agency	ISOBAR Copenhagen, DENMARK
Advertising Agency 2	ISOBAR Copenhagen, DENMARK
Media Agency	VIZEUM Copenhagen, DENMARK
Entrant Company	VIZEUM Copenhagen, DENMARK
Production Company	ISOBAR Copenhagen, DENMARK

Name	Company	Position
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
Søren Tarding Rasmussen	Isobar Denmark	Technical Project Manager
Fredrik Twede	Isobar Denmark	Creative Designer

Brief Explanation

Norwegian was launching a new direct route to Las Vegas and needed to generate reach, awareness and sales in their target audience (young adults). Budget was scarce so they needed an idea that would gain attention in an unconventional way. Emojis have turned from being a gimmick to an actual language of communication - we tapped into this and created an emoji url. We took advantage of our insights on the TAs behaviour, the premis of media (feed), and influencer’s amplification of communication. We created a direct link between the playful spirit of Las Vegas, the campaign and the client.

Results and Effectiveness

Campaign sales reached index 400 and gained massive PR resulting in numerous positive mentions across digital and social channels.

Creative Execution

As this case is born at a media agency there is no way to separate creative idea from media implementation. All elements of the campaign have been designed from a joint creative/media perspective. Instagram was the only channel chosen to execute the campaign. Media was chosen because we saw a chance of getting inside users feed with a commercial message that, due to its visual nature, would appear relevant and fun. Campaign was planned under the working title “One Day Hype Influencer Campaign”. Since budget was so tight, the goal was to create maximum impact in one extremely focussed moment.

Insights, Strategy and the Idea

Target audience is characterised by having no loyalty when it comes to choosing which airline to fly with. Usually price is the overall parameter, and their emotional connectedness to Norwegian was therefore minimal. We needed a channel where we could stand out, outsmart the competition, and deliver our message so it was perceived as personally as possible. Since Instagram at the time was ad free, this meant that users feed was incredibly personal, and that the amount of attention was high. By having influencers post our content we made sure that we got the attention we wanted.