benchmark report
airline marketing
tv, print, ooh
reaching for the sky
emojis url NORWEGIAN By enlisting the help of social media influencers, knowing their audience and playing a little hard to get, Norwegian has managed to adver tise a new direct route between Copenhagen and Las Vegas in a unique way. “We know that young people aged 18 to 34 are incredibly complex to market to,” said Tina Fristrup, senior marketing project manager at Norwegian in a story about the promotion at adweek.com . “Therefore we decided to take advantage of the target audience’s way of using emojis as well as the linear feed on Instagram to hype the destination.” The airline created a simple visual image with a red background and a URL in bold across it. The URL in the image was no normal URL however, as it was made up of three emojis. Rather than sharing this image themselves, Norwegian par tnered JULY 2015 ISSUE
AMERICAN AIRLINES with eight social media celebrities in Norway who shared the image for them with a special emoji hashtag , creating a mystery and challenge to the millennial target group. Those who figured out the text characters represented by the three emojis (by the way, it is: ) and typed them in as a URL, became the first to discover the new Norwegian route. Norwegian says that the posts generated 4,171 likes and reached around 500,000 people. Just over 1,600 people deciphered the emoji code and visited the special website during the few days that it’s location was a mystery.
Hong Kong’s MTR (Mass Transit Railway) Central Station sees more than 200,000 commuters transiting through each day. It has four platforms on three levels, plus an underground passage connecting it to Hong Kong Station, which allows smooth transfers from the Island Line and Tsuen Wan Line to the Airpor t Express. In May, American Airlines teamed up with JCDecaux Transport and global leader in outdoor adver tising, to transform an elevator bank at MTR Central Station into a tunnel of American Airlines branded messaging (video ).
American and Latin connections and service offered by American Airlines. The prevailing colour of the American Airlines adver tising bank was sky blue. Repetitive use of imagery, mainly the airline’s signature American flag tailfin, made it impossible for Hong Kong commuters to miss the point with this campaign. At the same time, text in both English and Chinese lauded the perks of flying American Airlines to the Americas, such as onboard Wi-Fi, convenient schedules and direct aisle access in business class.
The campaign took advantage of every available space in the elevator bank, using a mix of large surface adver tising and more than 20 digital screens at eye-level to inform a choice demographic of Hong Kong business commuters about the Nor th
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
