Wideroe Promo, Case study CHANGE FLIGHT AND AIRLINE by McCann Oslo, Wergelandapenes

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CHANGE FLIGHT AND AIRLINE

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Industry Airports
Media Promo & PR, Case study
Market Norway
Agency McCann Oslo
Art Director Torstein Greni
Copywriter Stein Simonsen
Agency Wergelandapenes
Released March 2012

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: WIDERØE
Product/Service: TORP AIRPORT
Agency: McCANN NORWAY
Agency: WERGELANDAPENES
Copywriter: Stein Simonsen (Mccann)
Art Director: Torstein Greni (Mccann)
Chief Innovation Officer: Marius Zachariasen (Mccann)
Account Manager: Camilla Von Borcke (Mccann)
Account Director: Martin Apenes (Wask)
Account Manager: Kristina Storeng (Wask)
Media placement: TV And Cinema - Local Media Placement - 05.03.12
Media placement: Web Banners - Top Banners In National And Local Papers - 05.03.12
Media placement: Print Advert - Magazines And Newspapers - 05.03.12
Media placement: Outdoor - Bus Shelters And Billboards - 05.03.12

Summary of the Campaign
The brief was to help Widerøe keep as many customers as possible when Norwegian, Norway’s biggest airline, started operating at Torp regional airport. Norwegian have low fares and big planes, but offered only one 1 morning flight and 1 evening flight to each destination. Widerøe have smaller planes, but more frequent flights. The flexibility that comes with frequent flights is essenstial to business travellers, so that was our focus. To demonstrate this advantage, we invited everyone holding a ticket with Norwegian to change to any of Widerøe’s flights, as long as there were seats available.

The Situation
Norwegian has been getting a lot of positive PR in Norway in the last few years, mainly for challenging SAS and bringing prices down. They have a charismatic CEO who has become something of a celabrity. When Norwegian announced that they were to start operating at Torp, this was received with a lot of enthusiasm by the public and the media. It was clear that Norwegian’s maiden voyage from Torp would get massive attention. How could Widerøe stand up against that kind of competition without cutting prices and profits? And how could we steal the spotlight from Norwegian’s arrival?

The Goal
Instead of dumping prices to Norwegian’s level, we wanted to focus on the advantages of frequent flights for the travellers. During the strategy process we ran a survey showing that flexibility was considered crutial for business travellers when choosing an airline. It also showed that people in the Torp region overestimated the frequency of Norwegian’s flights. To that end, the goal was simply to steal the spotlight from Norwegian’s arrival, and to make Widerøe’s frequent flights the center of everyone’s attention.

The Strategy
The strategy was to draw attention to Widerøe’s frequent flights by offering Norwegian’s travelers a taste of the flexibility that only Widerøe could offer.

Execution
In press releases, we announced that tickets with Norwegian now could be used to change to any of Widerøe’s frequent flights, as long as there were available seats. An infomercial was aired in paid and owned media later on, as the media are more reluctant to cover what they perceive as advertising. The offer lasted for the first 2 first months after Norwegian’s arrival. Immediately after the release, Widerøe’s extraordinary offer was all over the news. To that end, the advantages of traveling with Widerøe became the center of everyone’s attention during Norwegian’s first weeks of operation at Torp.

Documented Results
The offer was released on the first Monday morning after Norwegian had started operating, and lasted for 2 months. It was immediately picked up by all regional media, as well as the most significant national media, giving Widerøe the chance to elaborate on their advantage. It became a top story on NRK’s (Norwegian Broadcasting Corporation, a government owned TV-station) evening news and in Dagens Næringsliv (Business Today, by far Norway’s biggest business paper). It was also widely spread in social media. A modest estimate indicates that the campaign reached more than half of the people living in the targeted area.