Jetblue - Air On The Side Of Humanity

Jetblue - Air On The Side Of Humanity

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 started September 26, and first-to-market executions with Boston.com (releasing digital pigeons that fly between different advertising 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 advertising, microsites, mobile, social, experiential and out-of-home advertising. JetBlue is also partnering with Mobile Theory on a voice activation unit that teaches consumers “how to speak pigeon on their smartphones.”

Bringing the story further depth, the campaign also explores online interactivity by creating a social network called ‘Central Perch ’ where users can send messages to friends through virtual carrier pigeons on Facebook.