At Christmas we make the travels that matter the most - to our loved ones.

Our destination is not an airport or a city - it's someone we love.

We asked our followers in social medias who they were looking forward to seeing, and found

Aurora, a student in Bergen. Her destination this Christmas? - Grandmother!

We surprised Aurora by making her grandmother a part of the journey - quite literally.

By making her appear throughout the journey - wherever Avinor was responsible for the services provided - we made Auroras trip moving and unforgettable.

At the same time we got to show people just what Avinor does, and how they play a role in making air travel easier and more enjoyable.

The journey was done in real-time, and we had to make elaborate and detailed preparations as we only got one chance at documenting the experience.

We documented Auroras journey, but did not tell her that we had designed the entire trip to be a celebration of the relationship between her and her grandmother.

This had to be done within a tight timeframe, as the activity played on the emotional aspects of traveling home for christmas. The film that documented the event went live shortly after it was carried out, in time to reach everyone who was planning their own trips home for christmas.

The campaign created impressive coverage at 69% of the population as well as record high engagement for Avinor during the Christmas holidays.

Results worth highlighting, is the amazing engagement of the «Destination Grandmother»

event. The three-minute film achieves liking high above benchmark with almost 70%,

a measured comprehension at 72%, and a clear commitment and link to Avinor as a

brand. The film itself is perceived by the audience as both unique and

engaging, creating impact across the country. With an average view time of 42%, we

exceeded industry benchmark (25%), which is especially impressive taking into

consideration that this film is 6 times the length of the average film.

Reach: 1.499.091 (Norways population 5 million)

(60 % organic - 40 % paid)

Comments: 8.136

Reactions: 30.112

Shares: 1.311