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How Artificial Intelligence Improved Norwegian Air’s Brand Awareness

In this series, we’re highlighting campaigns nominated for the 2017 LoopMe Awards. The awards celebrate the best in AI-optimized mobile video advertising. These campaigns have used artificial intelligence in combination with PurchaseLoop, LoopMe’s brand optimization product, to deliver enhanced campaign results and fulfill brand marketing objectives.

 

Today’s travel consumers are mobile, so when affordable airline Norwegian Air wanted to drive awareness of its new routes between the U.S. and Europe, it created custom mobile video units that could be targeted geographically.

The results? The interactive ads increased awareness of new non-stop routes to Ireland and Scotland by 94 percent. The campaign used LoopMe’s flagship PurchaseLoop technology to optimize the mobile advertising.

In fact, the Norwegian Air campaign took home the top prize in LoopMe’s first annual LoopMe Awards. Three other brands—Butterball, Jockey and Audi—were also finalists, but Norwegian Air won the public vote.

Each brand had run its own campaign using PurchaseLoop, LoopMe’s flagship product, which uses real-time, self-learning AI to optimize mobile advertising to brand outcomes such as purchase intent, brand favorability or foot traffic.

“The LoopMe Awards were created to celebrate the best in advertising innovation,” notes LoopMe CEO Stephen Upstone. “Norwegian Air was a worthy winner and congratulations go out to all the finalists.”

 

Norwegian Air’s winning campaign

Over the course of 2017, Norwegian Air has rapidly expanded its list of American origin cities, offering dozens of new European destinations. Despite the proliferation, the affordable airline knew awareness for its newly accessible routes in key Northeast markets was not at optimal levels. Vizeum, Norwegian Air’s agency, partnered with LoopMe on the airline’s inaugural 737 MAX 8 campaign to drive awareness of the new non-stop routes to Ireland and Scotland.

To generate a big splash in the Northeast about these new direct routes, LoopMe created a custom rich media unit specific to each DMA that encouraged users to discover the various Ireland and Scotland destinations Norwegian Air serviced. Users could engage in a fun and interactive way by dragging the plane from their local airport to potential destinations.

To measure brand impact outside of standard metrics, LoopMe asked a group of control and exposed users within the target audience if they knew of these new non-stop routes to measure initial awareness. Once the responses were analyzed, LoopMe’s AI and DMP worked in tandem to actively target an optimized audience segment with the Norwegian Air creative to increase awareness. LoopMe’s custom creative and optimization was able to increase awareness of Norwegian Air’s new non-stop routes by 94 percent.

“As a pioneer of low-cost air travel, Innovation is in our DNA, but finding advertising solutions that break through today’s crowded media environment remains challenging,” explains Ben Kaufman, Norwegian Air’s marketing manager, North America. “The LoopMe interactive solution deployed by Vizeum to help raise awareness of our new point-to-point transatlantic flights perfectly paired Norwegian’s unique value proposition to a modern, easy-to-use custom unit that, in a word, delivered. The units offered a clean brand introduction to millions of prospective buyers and helped propel Norwegian’s position in the market as the leader in low cost long-haul air travel.”

 

Originally published on Adweek.