benchmark report
airline marketing
traditional
American Airlines ‘interactive TV trial’ American Airlines and its agency Universal McCann earlier this year ran a campaign in the UK called The New American, across connected TVs and Blu-ray players from manufacturers including Samsung, Sony, Panasonic and Toshiba. The trials are being run by video ad network Rovi to test consumer reaction to campaigns run across the internetconnected TVs and Blu-ray players which are par t of Rovi’s network. Interactive banner ads were placed at selected areas of the TV interface including the enter tainment search areas. Viewers that clicked through on the ads were taken through to a branded destination where they could watch video content. The airline has repor ted a 254 per cent hike in “brand favourability” from viewers
traditional
S7 Airlines ‘echo cards’ exposed to the brand ads versus a nonexposed control group, claiming a 308 per cent lift in viewers’ association with key brand statements. Meanwhile purchase intent was also higher for those exposed the ads, with viewers “four times” more likely to book a flight with the company than the non-exposed groups, according to Rovi. Commented American Airlines’ marketing director for EMEA Steve Davis: “Consumer enter tainment viewing habits are clearly evolving and moving to more platforms and devices. We are pleased to be teaming up with innovators like Rovi to help us use these new consumer touch points to increase brand awareness and a greater understanding of ‘The new American Airlines’ among our key target audiences.”
A poster and a postcard that ‘echoes’ was the latest print campaign that Russian low-cost carrier S7 Airlines took on. The airline’s creative agency Good, took the idea of illustrated mountain scenes that echoed your voice when you spoke at the posters that were placed around Moscow. The interactive print campaign was then fur ther reinforced by including the messages ‘Flights from 300 Euros’ and ‘Ski equipment goes free!’ that spoke out after any interaction.
were sent to targeted gold card frequent flier members who had relevant interests who would fly the mountain routes, such as skiers and snow boarders. The postcard campaign managed to increase bookings by 25% and had a positive response from the top fliers it was sent to. The poster campaign also attributed to a general increase in flight bookings during the period of the campaign.
The posters and ‘echo-cards’ were created by using micro-hardware, (basically a small sound effect machine featuring a mic and speakers) to create an echo effect when spoken to. To suppor t the poster campaign, postcards
09
