To actually found and launch our own small e-commerce business, with a pretty disruptive business idea which was totally dependent on Widerøe's services. Norwegian Meeting Services offered to meet in anyones place, any time, anywhere in Norway, with the help of Widerøe's frequent flights to 43 destinations across the country. At the company website, norwegianmeetingservices.no, people could actually book a replacement or learn more about the start-up, including their link to Widerøe.

The company was legally established listed with the Norwegian Business Register. We hired four unknown actors who functioned as real employees during the three month period the business was up running. The start-up was launched with a cross media campaign, with Facebook as the main channel. It included a 60 second infomercial explaining the service, together with a series of documentary style webisodes, combining sit-com with snippets of different Widerøe advantages. We also developed a plug-in that was sent out to potential clients - whenever someone got a double booking, the plug-in generated and alert with a reminder to contact NMS. To book a replacement or learn more about the service (including the link to Widerøe) people could visit the company website, norwegianmeetingservices.no. People could follow the start-up from the inside in real time across social media. Occasionally, they got real bookings and appeared in real life.

Improved brand perception: 18%. Post-tests show that the campaign was as or even more effective than the best of Widerøe's previous, more traditional advertising campaigns (some of which have been awarded in the Norwegian Effie Awards). Not only did the campaign get high scores on originality and liking, but also on clarity of message: That Widerøe's frequent flights to 43 destinations across the country make it easy for people to meet. The campaign testet particularly well in the core target croup: Business travelers. Thus, starting up a business renting out meeting replacements proved quite succesful - for Widerøe Airlines, that is - with nearly two million video views (total population of Norway is 5 million), likes, comments, shares and a fan crowd that just kept growing. But most importantly, so did the awareness - and sales - of Widerøe Airlines.