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Travel / Technology
Identity
.
Experience
.
Product

Norwegian is where?

Category
Travel / Technology
Client
Norwegian
Awards
Visuelt. 2016
European Design Awards. 2016

I heard an airplane passing overhead. I wished I was on it

– Charles Bukowski

The brief

The PR agency Trigger came to Bleed seeking help to develop a visual style and technological platform for Norwegian Airlines and their new campaign concept Norwegian Taxi, where two taxies would be driving across the country to pick up random passengers, sending them on spontaneous free vacations to demonstrate how Norwegian are making popular travel destinations accessible for the smaller parts of the country.

Fig 1.

The campaign was divided into two cyclical steps, where at first a photographic hint was given as to where the taxi would appear the next day, and the participants would then have twenty-four hours to guess the location and prepare for its arrival. The second step would see the taxi driving around town, and participants could use a live map on norwegiantaxi.com to chase it down. As soon as the taxi's lamp went from yellow the green, the first person to the car would get a free trip for him and his friends.

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Finding the style

Each destination needed to have its own color scheme, a set of illustrative elements to build up a scenery, like a famous landmark or building, and a custom type to go with it.

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In addition, we also developed a wide range of characters that could be merged into the different settings.

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GPS Taxi Remote Control

To allow the taxies to communicate their position to the participants, and to be able to activate the second step of the competition, we needed to develop a small phone application that served as a remote for the driver. The app, in all its simplicity, would send updated GPS coordinates to the campaign site every five seconds and let the driver change status of the taxi between yellow, green and red, respectively meaning 'getting ready', 'taxi is available' and 'taxi is taken'.

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A recording functionality was added to the remote to let the taxi driver record his trips by saving every change in latitude/longitude to a history file, allowing the winners to relive their taxi chase via Google Maps. The screen below displays the full trip that took two lucky people from Grünerløkka to Las Vegas:

Campaign site

Every trip was documented online with digital post cards containing images from the trip, a small article and a video of the journey.

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The campaign site brought together all the pieces of the work we had done, fusing together the illustrative components, characters and custom typography with the editorial layouts, live taxi maps and trip documentation from the participants of the competition.

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Photo wall

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Reception

The campaign was very well received, and created a storm of enthusiasm on Norwegian's facebook pages, with a reach of 8.832.982, more than 1.4 million engagements on the related posts, and hundreds of people commenting and tagging their friends to come along and capture the taxies in their local areas. It also won a gold in the illustration category at Visuelt, the largest norwegian award for visual communication, with the jury describing it as follows:

Excellent execution and cleverly implemented. The illustrative expression is a super match for international air travel, with strong references to the flight poster tradition. The whole visual universe and its traveling characters has a strong visual identity and at the same time a graphical simplicity and illustrative richness in detail.
Fig 54.
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