Avinor: Fly with us [video]

Credits & Description:

Category: Other
Media: TV, Online
Agency: Creuna AS
Client: Avinor
Brand: The norwegian state owned airport operator
Company: Creuna AS, Oslo
Target: Norway · Europe, Middle East & Africa
Creative DIrector: Pål Jespersen, Creuna AS
Creative Director: Oskar Bringager, Creuna AS
Key Account Manager: Christian Alfsen, Creuna AS
Project Manager: Merete D Land, Creuna AS
Graphic Designer: Bjørn Endre Langeland, Creuna AS
UX: Jonas Fredin, Creuna AS
UX: Jørn Tore Sande, Creuna AS
UX: Kent Robin Haugen, Creuna AS
UX: Karianne Andersen, Creuna AS
Digital Project Manager: Silje Storhaug, Creuna AS
Digital Project Manager: Øystein Eriksen, Creuna AS
TV-Host: Arne Hjeltnes, Creuna AS
Language: Norwegian (bokmal)
Objectives: Awareness
Tags: Other, Europe, Middle East & Africa, Norwegian (bokmal), Awareness, TV, Online  
Campaign Description
Avinor operates the 46 Norwegian airports, mostly small and remote. It’s a costly model, raising the issue of centralization. Fewer airports would have a great negative impact on local communities and the future of Avinor. The problem is the lack of public knowledge. Airport services are considered infrastructure and simply taken for granted.
The campaign’s objective (measurable) was to raise awareness and increase knowledge of Avinor and the company’s role in society among the general public and influencers.
Being a state owned company, financed by Norwegian tax money, doing traditional advertising is risky. Previous attempts had lead to negative PR. Avinor needed something else. So, instead we focused on an idea that would engage and involve the widely spread target audience (geographically and culturally) in generating valuable content for Avinor, but also themselves.
Campaign Goals
We created “Fly with us”. An integrated live experience documenting Norway from above, from airport to airport. Every day, for three weeks, Avinor’s helicopter explored the country’s regions, communities and airports, streaming aerial film online in HD and 360-view. To maximize the campaign, we formed collaboration with Norway´s largest commercial TV-station, TV2. The most ambitious web TV project in the channels history. On the “live center” users could watch the full journey, and keep updated on the route and the helicopter’s exact position using Google Maps/GPS. Highlights from the stages were broadcasted in 15 daily primetime TV shows on TV
hosted from selected airports. In addition “Fly with us” was promoted through program previews, news features, interviews and even the weather forecast. All 46 airports arranged events at the helicopter’s arrival, inviting local communities, industry ambassadors and press.
During “Fly with us”, we used Facebook as the key element in engaging people in digital and physical activities. Fans used the “Fly with us” Facebook page for suggesting alternative routes and attractions, and for organizing spontaneous outdoor stunts. Facebook events were used to gather people on top of mountains, buildings and bridges! For entertainment we created geography and culture quizzes using aerial footage, and user-generated content from the ground was continuously shared and used as a fixed part in the TV shows and in editorial articles. The seamless synergy between the digital and physical interaction, turned Norway into a canvas of engagement and “Fly with us” into an experience for the people, by the people.
Campaign Performance
“Fly with us” proved a massive success. Not only did we create Norway´s largest archive of aerial footage, valuable for Avinor and their stakeholders for years to come. We also created a successful TV show. “Fly with us” led to a massive mobilization of people, digitally and physically, promoting their local communities and airports in spectacular ways.
The TV shows gathered 4.7 million viewers on aggregate, averaging a 25 % share of audience. The webpage attracted close to 1 million users, each spending an average of 25 minutes. The Facebook page grew rapidly and ended on 22000 fans, potentially reaching over
5 million unique users with related content during 3 weeks. There was no traditional media budget, but earned media generated an estimated value of over NOK 50 mill (USD 10 million). Brand reputation improved by 34 points, the 3rd highest increase among Norwegian brands in 2014. We ask the jury to please take Norway’s population of 5 million into consideration. (Source: Retriever, TV
Ipsos 2014, Facebook).