In December 2024, Norwegian Airlines - together with Dentsu - embarked on an innovative programmatic Digital Out-of-Home (DOOH) campaign aimed at capturing the attention of business travelers. Leveraging advanced audience targeting technology from Spotzi, Norwegian airlines sought to enhance brand visibility and engagement among this coveted demographic.

Objective:

Norwegian Airlines identified business travelers as a key target audience for their campaign. With this in mind, their primary objective was to increase brand awareness and consideration among this segment. Business travelers represent a valuable market for airlines, often making frequent and high-value bookings, making them a crucial target for Norwegian's growth strategy.

Audience targeting via Spotzi

Norwegian Airlines used audiences from Spotzi, a leading provider of audience targeting solutions, to execute their programmatic DOOH campaign. Spotzi's methodology involves amalgamating diverse data sources including global questionnaires, census surveys, mobile pathing technology, property data, and online behavior to create precise audience segments. These segments are then projected globally at the household level, ensuring privacy compliance while enabling targeted advertising at scale.

Spotzi's sophisticated data analysis allowed Norwegian to identify and target specific clusters of households that align with the characteristics of frequent business travelers. By leveraging this granular audience targeting approach, Norwegian aimed to deliver personalized and relevant messaging to their desired audience, maximizing the impact of their DOOH campaign.

Execution:

Norwegian Airlines strategically deployed programmatic DOOH advertisements across key locations like urban panels, malls and transit. Leveraging Spotzi's audience targeting capabilities, the campaign was tailored to only show on times with a high indexation of business travelers in the area. Norwegian Airlines tailored their messaging to directly resonate with the unique needs and priorities of business travelers, implementing a campaign slogan that translates to "Noen jobbreiser er viktigere enn andre" (Some business trips are more important than others)

Want to learn more about the possibilities of programmatic digital out-of-home advertising or gather ideas for your next DOOH campaign? Get in touch with Bart, our Regional Lead in Nordic, via email bboogaard@vistarmedia.com