SAS to the final of Aller Best 2018

SAS and Aller wanted to recreate a successful campaign based on a creative solution from 2011, but with today's technology. Together with digital agency Madington, Aller developed the new format. The goal was to deliver good results for SAS and at the same time generate engagement on dagbladet.no.

The solution took readers on a digital journey above the clouds

In a brand new ad format, SAS took readers to Dagbladet on an exceptional journey across Dagbladet, literally. The solution took readers on a digital journey above the clouds, beyond the confines of dagbladet.no, where it was up to them to decide their final destination. Here they could choose from 1,000,000 cheap trips, with destinations all over the world.

- "It has been an incredibly exciting and educational journey to be involved in, from the idea phase to the finished product. I am incredibly proud of what we achieved, a very good craftsmanship created by a team where everyone wanted to contribute and deliver their very best," says Josephine Messa, Strategic Group Account Manager at Aller.

- The campaign went live on January 2. Immediately, many people clicked on Dagbladet, but we realized along the way that we needed to clarify the message "above the clouds". We made a number of changes and the adjusted format went live on January 8.

- By clarifying the sender, adding more destinations, adding flight prices and a larger CTA button, we got the results we wanted. We achieved a conversion rate of 4.65%, which is far better than the average for a campaign. In addition, we saw that 60% of those who saw the ad booked or considered booking a SAS flight afterwards.

Launched a brand new ad format

- We at Aller are proud to have made history with this case. We created a completely new product at Dagbladet and became the first online newspaper in the world to bring this solution to the market. Throughout the entire process, we have maintained a close dialog with our client SAS, the advertising agency Anorak, Madington, which was responsible for the technical aspects, the media agency Mindshare and Clockwork, which was responsible for filming the flight attendant.

- We had set tough goals for the campaign. Selling airline tickets was the primary goal, which we delivered very good results on, and in addition, we were able to contribute with other good results and valuable insights that we can use in future campaigns.

- Dagbladet once again shows the ability, and willingness, to go a little further than most to create something new and unique.

Says Tomas Tomasi, digital director at Mindshare.
- In this case, we found a 5-year-old creative solution that we wanted to dust off and renew with today's technology. Dagbladet organizes both production company and filming in the studio to meet our wishes. In addition to being noticed by Dagbladet's readers, the creative solution produced very good results in terms of conversions on the landing page," he concludes.

Involved:
Tomas Tomasi, digital director Mindshare
Hanne Lohne, customer director Mindshare
Anne Bjerke, flight attendant SAS
Antonio Morveto, project manager Madington
Carl Fredrik Ullerø, Aller Media
Josephine Messa, account manager Aller Media