benchmark report
airline marketing
norwegian red cab NORWEGIAN
The effectiveness of outdoor adver tising is often a result of its originality. lowcost carrier Norwegian, for example, has built a reputation when it comes to launching innovative campaigns such as the ‘Internet Sun Generator’ (video ) and ‘The Rain Gauge Board’ (video ) to persuade Scandinavians to book a flight to a southern, more sunny, destination in Europe. Taking a cue from KLM’s recent ‘Live High Fives’ campaign (featured in the October 2014 repor t) – which saw KLM enable hundreds of Amsterdammers and New Yorkers to exchange high-fives via live video kiosks placed on the streets across both cities – Norwegian in December created an interactive billboard to help inspire people in Norway to travel with its Dreamliner to New York.
JANUARY 2015 ISSUE
The airline placed a billboard at a shopping mall in Oslo that featured a live feed from a New York City cab that was outfitted with a 360 degrees camera. The passenger in the cab also had a live feed from a camera integrated in the billboard. People who took par t could choose where to go and control the 360 degree live stream camera on the roof of the car, while the driver gave them stories, information and funny anecdotes about the city. As Norwegian put it: “To create awareness around our direct long-haul connection from Oslo to New York, we decided to give shopping mall visitors in Oslo a unique experience by connecting them live with a special Norwegian Red Cab in New York in real-time.” Video of the campaign here .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
