Wideroe Promo, Case study A SUMMER WITHOUT RAIN by McCann Oslo, Scandinavian Design Group

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A SUMMER WITHOUT RAIN

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Industry Airlines
Media Promo & PR, Case study
Market Norway
Agency McCann Oslo
Art Director Kjetil Nybo
Copywriter Hallvard Fjeldbråthen
Agency Scandinavian Design Group
Released November 2011

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: WIDERØE
Product/Service: DOMESTIC AIRLINE
Agency: McCANN NORWAY
Agency: MEDIAFRONT
Media Agency: MEDIACOM, Oslo, NORWAY
Copywriter: Hallvard Fjeldbråthen (McCann / Mediafront / SDG)
Art Director: Kjetil Nybø (McCann / Mediafront / SDG)
Chief Innovation Officer: Marius Zachariasen (McCann / Mediafront / SDG)
Account Manager: Camilla Von Borcke (McCann / Mediafront / SDG)
Interactive Copywriter: Karina Hillestad (McCann / Mediafront / SDG)
Interactive Art Director: Christian Aune (McCann / Mediafront / SDG)
Senior Designer: Alexandra Thorvall (McCann / Mediafront / SDG)
Interactive Art Director: Johannes Rummelhoff (McCann / Mediafront / SDG)
Web Developer: Peder Andreas Nielsen (McCann / Mediafront / SDG)
Digital Producer: Kjersti Brinch Lund (McCann / Mediafront / SDG)
Web Developer: Monica Wadera (McCann / Mediafront / SDG)
Digital Art Director: Nina Nedreaas (McCann / Mediafront / SDG)
Media placement: Web Banners - Www.vg.no - 5th Of June 2011
Media placement: Facebook Ads - Facebook - 5th Of June 2011
Media placement: Micro Site/ Blogg - Www.ensommerutenregn.no - 5th Of June 2011

Insights, Strategy & the Idea
Widerøe – a domestic Norwegian airline - has a unique summer offer: a Norway-ticket that let’s you fly as much as you want across Norway. Unfortunately for Widerøe, or any domestic airline in Norway for that matter, Norwegians want a sunny summer holiday and Norway has probably the worst, unstable and rainy summer weather in the world. Defining rain as our number one enemy, we decided to turn our ticket into the solution. If you can fly as much as you'd like across the entire country, wouldn't it be possible to escape the rain? In what was going to become the worst weather in over a hundred years, we decided to prove the impossible. With the help of two guys and two tickets we were going to give our audience A (Norwegian) Summer Without Rain.

Creative Execution
We didn't only promise it. We decided to prove it. Together with two of Widerøe's Facebook friends we decided to challenge the bad weather once and for all. How? By using the Norway-ticket, off course. And by making it possible for the two guys to tell about their 20 day long journey away from the rain, and interact with the growing audience. The audience could follow the journey from their traveling blog, with daily new video diaries and help them to escape the rain through Facebook, twitter and Instagram. And what started as an experiment to escape the rain, soon turned out to broadcast a story of two good friends through the best of what Norway had to offer.

Results and Effectiveness
During the three weeks the campaign lasted, the numbers of followers on Widerøe's Facebook page increased with 50%. It happened to be the worst weather, in Norway, in over a hundred years, but our boys proved A Summer Without Rain possible and managed to escape the rain 19 out of 20 days. And maybe more importantly, never before have so many passengers travelled with Widerøe in the summer months from June to July. It actually created a new challenge for our client. For the very first time in the long history of Widerø, the planes got overbooked.