MINI PIG by Kitchen Leo Burnett Oslo for Norwegian Airlines

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MINI PIG

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Industry Airlines
Media Direct marketing
Market Norway
Agency Kitchen Leo Burnett Oslo
Art Director Eirik Stensrud
Copywriter Thomas Askim
Account Supervisor Rune Roalsvig
Released October 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: NORWEGIAN AIRLINES
Product/Service: AIRLINE
Agency: KITCHEN LEO BURNETT
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: KITCHEN LEO BURNETT, Oslo, NORWAY
Copywriter: Thomas Askim (Kitchen)
Art Director: Eirik Stensrud (Kitchen)
Account Supervisor: Rune Roalsvig (Kitchen)
Account Manager: Stine Conradi Prøitz (Kitchen)
Media placement: DM - Mini piggy bank - Sent out to fifty thousand consumers - 15 October 2090

Describe the brief/objective of the direct campaign.
The objective of the campaign was to increase awareness of Norwegian Airlines positioning as a low-fare airline. Strengthen the liking of Norwegian Airlines as a challenger brand fighting against the big airlines.

Explain why the creative execution was relevant to the product or service.
You don't need a big piggy bank to save money for travelling with Norwegian Airlines. You only need a mini one.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The smallest mini piggy bank was created and distributed as a give-out to 50.000 people. You don't need a lot of money to save up for travelling with the Norwegian Airlines.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
50.000 mini piggy banks were distributed to enormous positive reponse and joy for the receivers. People thought it was hilarious, and underlined the price positioning of the company.