benchmark report
airline marketing
common sense airline NORWEGIAN
Oslo-based Norwegian, which is expanding rapidly across Europe with both shor t- and long-haul f lights, has launched a TV and cinema-based campaign in Finland, an impor tant market for the airline. Created by adver tising agency 358 Helsinki and launched in early September, the 3-piece ad campaign jokingly plays with perceptions about lowcost air travel in the market, with the aim to show how Norwegian’s ‘hybrid LCC’ positioning differs from its competitors. Interestingly, the airline does not pick upon a par ticular competitor, but highlights the shor tfalls of both legacy carriers and LCCs. The commercials are numbered ‘16 ’ (video ), ‘18’ (video ) and ‘19’ (video ), and the ‘anecdotal’ numbering
NOVEMBER 2013 ISSUE
gives the impression of a much larger list (which is still incomplete on the suppor ting campaign website ). Subject matters include ‘flights direct to main airpor ts, rather than remote airpor ts’, ‘paying only for what you need’, and ‘paying only for the luggage you take with you’. Norwegian is known for simple and playful adver tising campaigns such as billboards that double as rain meters (video ), an Internet-powered sun generator (video ) and placing branded sandboxes (with sand flown in from more sunny destinations) during the winter season which citizens could use to clear the snow.
10
EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
