Wideroe Promo, Case study THE SHORTEST URL by McCann Oslo, Scandinavian Design Group

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Industry Airlines
Media Promo & PR, Case study
Market Norway
Agency McCann Oslo
Art Director Torstein Greni
Copywriter Stein Simonsen
Designer Alexandra Thorvall, Sanjin Filipovic
Agency Scandinavian Design Group
Released November 2011

Credits & Description

Category: Best Use of Digital Media
Product/Service: AIRLINE
Media Agency: MEDIACOM, Oslo, Oslo, NORWAY, NORWAY
Media Agency: MEDIAFRONT, Oslo, Oslo, NORWAY, NORWAY
Copywriter: Stein Simonsen (McCann / Mediafront / SDG)
Art Director: Torstein Greni (McCann / Mediafront / SDG)
Chief Innovation Officer: Marius Zachariasen (McCann / Mediafront / SDG)
Account Manager: Camilla Von Borcke (McCann / Mediafront / SDG)
Art Director/Designer: Rune Tyvold (McCann / Mediafront / SDG)
Designer: Alexandra Thorvall (McCann / Mediafront / SDG)
Designer: Sanjin Filipovic (McCann / Mediafront / SDG)
Programmer: Felipe Hefler (McCann / Mediafront / SDG)
Programmer: Paulo Paes (McCann / Mediafront / SDG)
Programmer: Kevin Murphy (McCann / Mediafront / SDG)
Programmer: Peder Nielsen (McCann / Mediafront / SDG)
Project Manager: Camilla Drake Raanaas (McCann / Mediafront / SDG)
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

Insights, Strategy & the Idea
SAS and Norwegian are 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 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. INSIGHT: Old habits decide which site people first go to when they search for flight tickets. We needed something to break that habit.

Creative Execution
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 fast 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 were in for the draw to win flights with Widerøe.

Results and Effectiveness
The population of Norway is 5 million. 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.