Extra is testing a new airport campaign at Gardermoen where the product becomes part of the media.
At Oslo Airport, you can now do more than just see an ad; you can pick up the product being advertised. Together with Bauer Media Outdoor, Extra is testing a new type of airport campaign where the product is integrated into the media solution itself.
This July, parents of young children are encountering an unusual offer in the check-in area at Gardermoen: a campaign that doesn't stop at the message. Travelers can pre-order diapers and pick them up before departure.
A familiar problem
Diapers are heavy, take up space, and are more expensive abroad. This is an experience Maria Brodahl, a salesperson at Bauer Media Outdoor, knows well from her own travels.
I have traveled with an entire suitcase full of diapers myself, she says.
It was Brodahl who facilitated the media placement in collaboration with Avinor.
The Diaper Suitcase solves a real need, and it is a solution I know many parents of young children will appreciate.
The solution has been named "The Diaper Suitcase" and was developed to solve exactly this challenge.
Instead of communicating around the problem, we are solving it the moment the need arises, says Finn Espen Lønseth-Sageng, Head of Airport Media at Bauer Media Outdoor.
He believes the case illustrates a shift in how advertisers can use outdoor advertising, and he has no doubt about what kind of campaign this is.
Unconventional
This is an example of how the airport can be used for more than traditional brand building. We meet the target audience at a specific moment of need and turn the advertiser into a problem solver, not just a sender, says Lønseth-Sageng.
By linking exposure directly to action, the advertising shifts from attention to utility, according to him.
Extra is working to increase awareness of their diaper discount
Media specialist Mikkel Pram Jørgensen at WAL elaborates: One of the most important target groups for Extra is families with young children. Most are aware that Extra has a permanent 50% member discount on diapers, but not everyone. The purpose of the campaign is to increase awareness of this discount by talking about it in a relevant context for families with young children. We are already seeing an increase in awareness since we launched the message about being able to order the diaper suitcase.
The link between exposure and action
The campaign is visible on digital screens in the check-in area, before security, a space where travelers have time to both take in the message and act on it.
What’s crucial isn't just the placement, but the connection between exposure and action. The ad leads directly to a service that can be used right then and there, says Lønseth-Sageng.
The airport campaign is part of a broader initiative that also includes influencer collaborations, podcasts, and digital channels.
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