Norwegian, Europe’s third-largest low-cost airline, recently collaborated with multinational manufacturer Boeing for a 5D virtual reality (VR) experience hosted by Westfield Stratford City in Stratford, England.
The purpose was to demo Boeing’s new 787 Dreamliner, which features more seating, extended range, smarter technology and reduced fuel burn, while cleverly advertising overseas trips with a virtual transatlantic flight lasting 15 minutes. They also threw in the chance to win an actual flight from the U.K. to New York, Los Angeles or Miami free of charge. At a staggering size of 20 meters by 6.5 meters, this installation is a cross-section of the 787 Dreamliner and the largest physical campaign of its kind ever built at the Stratford shopping plaza.
Once inside the pop-up experience, participants don VR headsets for 360-degree views of the economy and Premium cabins. After “check-in,” the experience begins with a breakdown of the Dreamliner’s key features and proceeds to immersive views of the three destination cities.
Lifestyle marketers MKTG handled the installation’s creative and concept development while London-based VR production studio Visualise designed the augmented reality experience itself. Media agency Vizeum was responsible for all media planning, including the Mail Online and Facebook partnerships.
Norwegian Vice President of Marketing Stine Steffensen Børke had this to say:
“Norwegian has always been a trailblazer in technology with free Wi-Fi on all European flights, and now we’re the first airline in the U.K. to offer a virtual reality USA holiday. As we continue to take off in the U.K., we’re embarking upon the most eye-catching ways consumers can engage with our brand by demonstrating that low-cost can mean high quality in a truly fascinating way.”
The pop-up installation lasted until December 14 at The Gallery in Westfield Stratford City. Next year, the award-winning Norwegian will be the first European airline to fly Boeing’s latest aircraft, the Boeing 737 MAX, which will unlock routes that have never been seen before. The future looks bright. Now, we just need a real transatlantic flight that is over and done with after 15 minutes.