Aligning with Norse Atlantic’s wider marketing campaign – tapping into the story of Leiv Eiriksson, the first European to reach North America – we devised a multi-market sequential messaging strategy, activated via YouTube.
Five different creative variations showcased cleverly spliced messaging to compare transatlantic travel a thousand years ago with travel on Norse’s Dreamliner today - each depicting one of Norse’s USPs: great food, in-flight entertainment, direct routes, spacious seats and a comfortable journey.
The activity targeted audiences that were in the market to travel as well as those showing an affinity for travel, but who hadn’t visited Norse’s site before.
During the campaign’s short two-week burst, YouTube’s Brand Lift Survey was configured to ask ad-exposed and non-exposed audiences whether they had recalled recently seeing Norse advertising. A separate search lift study helped us understand the uplift in Google and YouTube search behaviour for the brand post-exposure to an ad.