Norwegian - Skin Tone Saturation

Norwegian - Skin Tone Saturation

The efficiency of outdoor advertising is often a result of its originality. Norwegian low-cost carrier Norwegian has built a reputation when it comes to launching innovative campaigns to persuade Scandinavians to book a flight to a southern, more sunny, destination in Europe.

For example, last year the airline installed a rain gauge on bus shelters that recorded how much rain fell in the city to push people to get out of the country (video here )and in 2011 as part of its ‘Internet Sun Generator campaign ’, Norwegian tracked down negative winter-related expressions on Facebook, Twitter and blogs, and converted this information into a digital formula that controlled a big artificial sun places placed in front of Oslo’s central railway station. The more negative the conversation about the winter-darkness, the stronger the sun would shine.

The airline’s latest advertising campaign took place at Oslo’s Central Station and aimed to push Norwegian’s sunshine destinations to those in most need of them as the result of a cold and dark winter.

Passersby at the station were encouraged to have their picture taken and get their skin tone saturation measured digitally. The contestants’ images then were directly uploaded onto a giant screen, where the audience could follow who was the palest person in the league. The three palest contestants won a trip to sunny Gran Canaria.