Communication used in wherever students would typically miss someone/something: e.g. kebab shops (missing mum’s cooking), etc.All elements showed that when you missed someone, they were “never far away”, as the solution, through Wideroe, was “never far away” – communication lead directly to solution of booking ticket.Some other elements:Audience asked to create mobile video which would make someone miss them. Highly personalised / targeted ads on behalf of Wideroe, created by consumer. Uploaded to website, other users could view and vote. Winners received free tickets.Wideroebaum scent trees for people to spray their perfume and send to loved ones.

The only results which really matter to a client’s business are whether a strategy and implementation have changed their audience’s behaviour to one favourable to their business.

The “never far away” campaign increased sales by 79.8% year on year, and revenue by 132.7%, on an identical budget and with no decrease of ticket prices – in fact, average ticket price had increased. Sold average 6142 extra tickets/month.In addition 46,500 votes were cast in the video competition, from a total Norwegian population of 4.5million and a student population of 70,000 in the 5 target cities of our campaign.