THE BRIEF: Explain Norwegian Airline's business model.
Norwegian's business model is to give travellers cheeper flights by giving them the choice to pay for what they need.
Norwegian's main competitor has spend aggressively a lot of money, convincing travellers that it's better to fly "all inclusive" and that Norwegian's choice model is just a way for Norwegian Airline to hide extra fees. In other words, a brilliant way to turn our audience against us.
With less than a third of our competitors marketing budget, our task wasn't only to change the conversation; we had to change the perception of a business model that no one seemed to understand.
We decided to test our competitor's business model, and fly "All Inclusive for one day".