Norwegian Airlines Promo, Case study THE NORWEGIAN KING by Kitchen Leo Burnett Oslo

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Industry Airlines
Media Promo & PR, Case study
Market Norway
Agency Kitchen Leo Burnett Oslo
Art Director Eirik Stensrud, Per Erik Jarl
Copywriter Thomas Askim, Christian Hygen
Released December 2010

Credits & Description

Category: Best Localised Campaign
Product/Service: AIRLINE
Date of First Appearance: Dec 31 2010
Acount Director: Rune Roalsvig (Kitchen Leo Burnett)
Account Manager: Hilde Kilstad (Kitchen Leo Burnett)
Art Director: Per Erik Jarl (Kitchen Leo Burnett)
Copywriter: Christian Hygen (Kitchen Leo Burnett)
Art Director: Eirik Stensrud (Kitchen Leo Burnett)
Copywriter: Thomas Askim (Kitchen Leo Burnett)
Media placement: TVC 1 Spot - TV2 - 31 December 2010

Insights, Strategy & the Idea is the biggest sales channel for Norwegian Airlines. The goal of this promotion was to boost awareness of the website and maximise the sale of a special promotional offer in a limited period.
Because Norwegian Airlines is considered as a very informal low cost airline, they have all Norwegians as their target group. Norwegians CEO Bjorn Kjos is considered by Norwegians as very charismatic, and is a very well liked person. His personality is very much related to how people think of Norwegian Airlines as a brand. By using media in this unique way, the brand and the message received enormous positive attention that we could not get anywhere else.

Creative Execution
Every New Year´s Eve since 1960, the King of Norway has given a speech on national television to the Norwegian people where he reviews important events of the past year. While the King is speaking, the people of Norway are gathered around their TVs. On New Year's Eve 2010 we hi-jacked the King's speech by buying the commercial break before the King went on air and let Norwegian`s CEO address the nation with his own speech. The three minute long speech ended with Bjorn Kjos promoting a very limited sale of airline tickets.

Results and Effectiveness
All the promotion tickets were sold out within two hours. The number of visits on the Norwegian website increased considerably during the weeks after the promotion, leading to the best sales month ever in Norwegian Airlines history, and of course a lot of PR in the days after.