Advertiser: NORWEGIAN AIRSHUTTLE ASA
Agency: KITCHEN LEO BURNETT
Category: Corporate Image & Information
Account Manager: Ellen Sørnes (Kitchen Leo Burnett)
Motion Graphics: James Martin (Kitchen Leo Burnett)
Art Director: Per Erik Jarl (Kitchen Leo Burnett)
Digital Account Manager: Victoria Terese Birkelund (Kitchen Leo Burnett)
Writer: Christian Hygen (Kitchen Leo Burnett)
Designer/Assistant Art Director: Håkon Stensholt (Kitchen Leo Burnett)
Art Director: Karina Ullensvang (Kitchen Leo Burnett)
Designer/Assistant Art Director: Marianne Sæthre (Kitchen Leo Burnett)
Art Director: Rikke Jacobsen (Kitchen Leo Burnett)
Account Director: Rune Roalsvig (Kitchen Leo Burnett)
Strategy
In the spring of 2012, Norwegian Airlines announced a record purchase of 222 new aircrafts. The biggest investment in European aviation history. At the same time, Norwegian Airlines ́ preference in Norwegian towns and cities is sinking. We were challenged to come up with an idea that could change this trend. Our insight was: All communities in Norway are very different regarding size and population. But they have one thing in common; some sort of local hero.That's why we decided to challenge people in the regions to nominate their own local hero. And then execute a public vote. The heroes with the most votes would end up as portraits on the tailfin of the Norwegian aircrafts. That´s how an airplane became one of the most effective media channels in Norway in 2012.
Execution
To get people, involved we created local nomination committees led by the mayors of the biggest city´s of Norway. The committees pre-qualified a number of candidates. Then, we made a propaganda package for each of these candidates and during one night we decorated cities with propaganda posters and additional election material. We used print and web advertising, also in the same propaganda style, to encourage people to vote or nominate candidates. When votes and nominations piled in, all activity was displayed on a campaign site connected with social media. To remind people on the election during the campaign period, unique propaganda films were made and released on Norwegian's Airlines fanpage. And finally the four local heroes that got the most votes were announced in a 1 page newspaper ad in Aftenposten (one of the biggest newspapers in Norway).adverising in compiantio
Effectiveness
Over 250 000 votes were given.
The discussions in social and traditional media even reached up to political level, and people started their own campaigns promoting their favorite hero. The activity generated 1000 media stories during one month - including international media, national TV, radio, papers and blogs. 7 out of 10 in the targeted regions recalled the activity. Brand preference in the region went drastically up. And the activity reached far more attention than campaigns for Norwegian Airlines with 5 times bigger media budgets.The Norwegian Language Council listed the word 'Tailhero' as one of the best new words in 2012.