Wideroe DM THE SHORTEST URL by McCann Oslo

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THE SHORTEST URL

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Industry Airlines
Media Direct marketing
Market Norway
Agency McCann Oslo
Art Director Torstein Greni
Copywriter Stein Simonsen
Released November 2011

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: WIDERØE AIRLNE
Product/Service: AIRLINE
Agency: McCANN NORWAY
Copywriter: Stein Simonsen (McCann Oslo)
Art Director: Torstein Greni (McCann Oslo)
Chief Innovation Officer: Marius Zachariasen (McCann Oslo)
Account Manager: Camilla von Borcke (McCann Oslo)
Art Director/Designer: Rune Tyvold (McCann Oslo)
Media placement: Web Banners - www.vg.no - 15th November 2011
Media placement: TV Screens at Airports - Norwegian Airports - 15th November 2011
Media placement: Print Ads - Internal Flight Magazine - 15th November 2011

Describe the brief/objective of the direct campaign.
SAS and Norwegian are the two biggest airlines in Norway. Widerøe is third. SAS owns Widerøe, so the main competitor is Norwegian. Mainly because of size, both SAS and Norwegian are more ‘top of mind’ than Widerøe when it comes to booking flights online. Our objective was to reduce the gap by drawing attention to Widerøe's booking site.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Old habits decide which site people first go to when they search for flight tickets. We needed something to break that habit. What we did was simply to shorten Widerøe's URL to wf.no (WF is Widerøe's IATA code), just to claim it as ‘Norway's shortest URL’. To demonstrate how quickly this short URL would get you to Widerøe's best offers we invited people to type it as fast as possible - and timed them! - straight into banners or on the microsite. Everyone who made in less than 0.7 sec went into a the draw to win flights with Widerøe.

Explain why the creative execution was relevant to the product or service.
Widerøe's tag-line for the past few years has been ‘short way to far away’, as they are flying to more than 40 destinations all over Norway, most of them very small places with few inhabitants. In all aspects of their operations, offers and services, flying with Widerøe is made easily accessible, and people often refer to it as ‘catching the bus in the air’. Therefore, the activity did not only promote the new URL as such, but also promoted Widerøe in general, putting the URL in line with the overall Widerøe experience.

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.
The population of Norway is 5m. In just a couple of weeks’ time 70,000 of them engaged in the simple (and to quite a few rather addictive) activity, all of them learning by doing that wf.no was the shortest way to get to Widerøe's best offers. Since then, the number of regular as well as new visitors to wf.no has just kept rising.