Norwegian Airlines: Brad Is Single [video] 2

Credits & Description:

Agency: Try Oslo, Norway
Client: Norwegian Air
Product: Norwegian Air
Entrant: Try Oslo, Norway
Title: Brad Is Single
Product/Service: Norwegian Air
Idea Creation: Try Oslo, Norway
Media Placement: Vizeum Oslo, Norway
Creative: Marius Aasen (TRY (Oslo))
Creative: Susanne Hovda (TRY (Oslo))
Designer: Inge Fosseie (TRY (Oslo))
The Campaign
A twist on what everyone was talking about. It gave people a pretty good reason to travel to Los Angeles, and a good reason to share the ad in social media.
Campaign Success
Print ads placed Norwegian newspaper VG, and the London newspaper Evening Standard. Facebook ads posted in Norway, Sweden, Denmark, Spain, Italy, England and France.
Executed on September 22.
Describe the success of the promotion with both client and consumer including some quantifiable results
32% sales increase on the route over night
53,2M earned potential reach in social media alone
890 news articles and blog posts published globally
94% positive sentiment
Brad awareness
Explain why the method of promotion was most relevant to the product or service
Consumers are constantly looking for good content to post on their social media profiles. Instead of directly asking or encouraging that consumers should participate in an activity or competition, this campaign created shareable content that allowed consumers to actively promote our product by sharing it.
Using a current hot topic to engage the public and activate unpaid sharing in social media.
Main target audience: Travellers based in Norway and the UK.