benchmark report
airline marketing
cross-media
cross-media
air on the side of humanity
picture your holiday
JETBLUE
In a bid to set the airline apart from its competitors, JetBlue and its ad agency Mullen have launched a cross-media campaign showing the plight of the ultimate frequent flier – the pigeon – in documentary style videos that draw a playful comparison of how people are treated on other airlines today with the more respectful way that customers are treated on JetBlue. Hanging the campaign off a 60-second video , the campaign targets Boston consumers first, where JetBlue has the most daily nonstop flights of any carrier. The media plan includes TV spots running in 39 prime-time season premieres, with intensive coverage on TV channels NBC and CBS that star ted September 26, and first-to-market executions with Boston.com (releasing digital pigeons that fly between different adver tising
OCTOBER 2013 ISSUE
BRITISH AIRWAYS
banners), branded trains, and a subway media flipbook that appears as commuters travel on the MBTA. Also targeting other JetBlue hubs, such as New York, the campaign includes online adver tising, microsites, mobile, social, experiential and out-of-home adver tising. JetBlue is also par tnering with Mobile Theory on a voice activation unit that teaches consumers “how to speak pigeon on their smar tphones.” Bringing the story fur ther depth, the campaign also explores online interactivity by creating a social network called ‘Central Perch ’ where users can send messages to friends through vir tual carrier pigeons on Facebook.
To reinforce its mantra ‘To Fly. To Serve’. with an interactive element, British Airways engaged BBH Labs and mobile agency Monterosa . Based on the simple premise “When thinking of a holiday, we already have a visual picture in our mind of what it should be like,“ the agencies came up with a very visual and user friendly online holiday finder, called ‘Picture Your Holiday ’. The campaign microsite is build around a visual mood board that presents consumers with a range of interlocking images depicting different holiday experiences, from beach scenes to ar t galleries and mountain hikes to cityscapes, which can be dragged into a concer tina-style (fold out) book. Using a very coherent and simple crossplatform programming code, the ‘Picture
Your Holiday’ campaign was also rolled out on six touch screens in Westfield shopping centres in London and then fur ther rolled out on the airline’s web platform, allowing users to share their ideas with people through Facebook, Twitter, Google+ and email. The appeal of the project is based purely on its simplicity. BBH Labs realised over complicating the user interface only deterred consumers from its use. “We explored a few options with different levels of interactivity. This exploration made us realise that we should use as few words as possible and make the most intuitive experience we possibly could,” said Jeremy Ettinghausen, spokesman from BBH Labs
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X-MEDIA EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
