A SUMMER WITHOUT RAIN by McCann Oslo for Wideroe

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A SUMMER WITHOUT RAIN

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Industry Airlines
Media Film, Digital, Interactive & Mobile
Market Norway
Agency McCann Oslo
Art Director Kjetill Nybo
Copywriter Hallvard Fjeldbraaten
Released June 2012

Awards

Cannes Lions 2012
Branded content & entertaiment lions Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s) Silver

Credits & Description

Type of entry: Branded Entertainment
Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: WIDERØE
Product/Service: DOMESTIC AIRLINE
Agency: McCANN NORWAY Oslo, NORWAY
Advertiser WIDERØE
Product DOMESTIC AIRLINE
Entrant McCANN NORWAY Oslo, NORWAY
Type of Entry: Branded Entertainment
Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Title: A SUMMER WITHOUT RAIN
Advertiser/Client: WIDERØE
Product/Service: DOMESTIC AIRLINE
Entrant Company: McCANN NORWAY Oslo, NORWAY
DM/Advertising Agency: McCANN NORWAY Oslo, NORWAY
2nd DM/Advertising Agency: MEDIAFRONT Oslo, NORWAY
3rd DM/Advertising Agency: SCANDINAVIAN DESIGN GROUP Oslo, NORWAY

Senior Designer: Alexandra Thorvall (McCann/Mediafront/SDG)
Account Manager: Camilla Von Borcke (McCann/Mediafront/SDG)
Interactive Art Director: Christian Aune (McCann/Mediafront/SDG)
Copywriter: Hallvard Fjeldbraaten (McCann/Mediafront/SDG)
Interactive Art Director: Johannes Rummelhoff (McCann/Mediafront/SDG)
Interactive Copywriter: Karina Hillestad (McCann/Mediafront/SDG)
Digital Producer: Kjersti Brinch Lund (McCann/Mediafront/SDG)
Art Director: Kjetill Nybø (McCann/Mediafront/SDG)
Chief Innovation Officer: Marius Zachariasen (McCann/Mediafront/SDG)
Web Developer: Monica Wadera (McCann/Mediafront/SDG)
Digital Art Director: Nina Nedreaas (McCann/Mediafront/SDG)
Web Developer: Peder Andreas Nielsen (McCann/Mediafront/SDG)

Describe the campaign/entry
Norway has strict rules regarding Branded Entertainment, and it is not allowed to sponsor content that is to be showed on TV. You are allowed to sponsor pre- and post rolls, but not the actual TV programme in between.
These rules don´t apply to content shown on the Internet or on owned channels.



Results


Widerøe – a domestic Norwegian airline - has a unique summer offer: a Norway-ticket that lets 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 no.1 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 2 guys and 2 tickets we were going to give our audience A (Norwegian) Summer Without Rain.
We didn't only promise it, we set out to prove it. Together with 2 of Widerøes Facebook friends, we decided to challenge the bad weather once and for all. How? By using the Norway-ticket, of course. And by making it possible for the 2 guys to share about their 20-day long journey away from the rain, towards the utopian Norwegian summer holiday. The growing audience could follow the journey via a travel blog with daily new video diaries, and help them to escape the rain via Facebook, Twitter and Instagram. What started as an experiment to escape the rain, soon turned out to broadcast the best of what Norway had to offer, and in bright sunlight.




Describe the creative solution to the brief/objective.



The campaign was driven by Facebook ads, and the shareable content that the boys created through social media and their own travel blog. On the blog, people were able to see the latest video and Instagram posts, where the boys were, right there and then, and - connected with the weather channel - see if it was raining. The users, sharing tips and destination suggestions, used Facebook as a way to interact with the boys.




Describe the results in as much detail as possible.



During the 3 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. More importantly, never before had 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.