Brad is Single

Brad Pitt and Angelina Jolie one of the most celebrated couples of the world and famously known as Brangelina parted ways in 2016. The world was astounded by the announcement . The tabloids made it front page news and the  social media too was high on buzz with this development. The Brangelina Split was hot news.

To use this news for a marketing campaign by a totally unrelated product or service  appears absurd at first, but when analysed a bit deeper it comes across as a brilliant initiative. Norwegian Airlines ,  based out of Oslo in Norway, one of the largest low cost carriers in Europe and the second largest airline in Scandinavia in terms of passenger traffic came up with a witty campaign on the Stars’ divorce, when the world was still trying to believe and come to terms with the fact  that Brangelina was over.

On the 19th of October 2016, the divorce was announced and by the 22nd of October, within three days Norwegian Airlines had come up with their ads on the split. The ads were across the social media, but the one which came in print caught the most eye balls . The ad said ‘ Brad is single ‘ and pinned it  to their discounted Oslo to Los Angeles one way  fare. The obvious reference was towards Brad Pitt and since he was based in Los Angeles, this Print Ad with Brad created massive noise. His single status being used in a chucklesome manner to attract travellers to L.A on a low cost ticket.

Norwegian Airlines seeing the over reaction of people on the subject of Brangelina parting ways sensed an opportunity and within no time came up with the ads. The timing of this campaign was crucial and the swiftness with which the Airlines moved has to appreciated. They did not let the story go stale and therefore not only  attracted  huge attention but were also able to hold on to the attention of the consumers.  The Ads did receive some criticism for taking benefit out of the personal lives of two big stars, but the creativity displayed by the Airline just could not be ignored and therefore the Ads received a huge thumbs up from the Advertising industry.

A few lessons can be learnt from the efforts of Norwegian Airlines. One is that timing of a marketing or advertising campaign is extremely critical for  the success of the campaign. Using a forgotten story or a stale subject might not ring a bell, and may not hold the consumers for long. One needs to be swift.

The second important point is that creativity is priceless and one needs to invest in it wholeheartedly. The creative wit and humour generating  all the frenzy in the Norwegian Ad is proof enough.

Well Done Norwegian.