Norwegian - Common Sense Airline

Oslo-based Norwegian, which is expanding rapidly across Europe with both short- and long-haul flights, has launched a TV and cinema-based campaign in Finland, an important market for the airline.

Created by advertising 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 particular competitor, but highlights the shortfalls of both legacy carriers and LCCs. The commercials are numbered ‘16 ’ (video ), ‘18’ (video ) and ‘19’ (video ), and the ‘anecdotal’ numbering gives the impression of a much larger list (which is still incomplete on the supporting campaign website ). Subject matters include ‘flights direct to main airports, rather than remote airports’, ‘paying only for what you need’, and ‘paying only for the luggage you take with you’.

Norwegian is known for simple and playful advertising 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.