benchmark report
airline marketing
social
#lifewelltravelled
instagram puzzle SINGAPORE AIRLINES
CATHAY PACIFIC Cathay Pacific has unveiled one of its biggest social/digital marketing initiatives yet, under a new concept called ‘Life Well Travelled’ . The campaign aims to introduce a new positioning, focusing on the imperfections of travel, and how Cathay Pacific tries to improve them. The campaign is centered around the hashtag #lifewelltraveled. In the first phase of the rollout, Cathay Pacific selected social media influencers that had already spoken positively of the brand. Fashion blogger Jessica Stein and photographer Tyson Wheatley were two of the Instagrammers involved and were told to simply share their version of what #lifewelltraveled meant to them. The airline also invites the public to share their own photos as ‘#lifewelltravelled moments’ on a live gallery on Instagram and on the campaign microsite , which FEBRUARY 2015 ISSUE
also includes quotes from frequent flyers and airline staff . Working across different platforms, the campaign’s microsite is suppor ted by a series of videos, and printed adver tising. The three videos delve into different Cathay customer profiles including ‘The Family’ , ‘Road Warrior’ and ‘Miss Adventure’ . Commenting on the campaign, Brandon Cheung, managing par tner at McCann Hong Kong Cathay Pacific says, “Our strategy for the launch was to ensure the hashtag had authenticity and momentum before we star ted to align it with the global adver tising campaign. We see #lifewelltravelled as a state of mind that resonates with many different types of travellers, so it was impor tant that it was co-defined by the audience, and not just OUR brand idea.”
Singapore Airlines – which has become a lot more playful in social media in recent months – has turned to image-sharing social network Instagram to tease consumers about its new Premium Economy product launch. The airline hinted at a big announcement when it encouraged fans on Facebook and Twitter to click a link to its Instagram account. Shortly before unveiling the puzzle, the airline also posted a 15-second video on its social channels teasing fans that “something’s bubbling at #SingaporeAirlines.” Those who visited SIA’s Instagram page were invited to solve an Instagram puzzle by guessing which picture could be made out of a number of scrambled image tiles.
ahead of the offical announcement the next day. Those who didn’t were taken back to the main grid. As far as we know, Instagram has never been used to launch a product this way before, and the puzzle is a smart way to tap into the public’s sense of curiosity. While neither the hunt nor the picture were particularly difficult to solve, it was a clever way to highlight the airline’s social media presence and engage customers on the various channels. The Instagram puzzle is the first phase of a multi-month campaign that will see a digitally led product rollout.
Those who arranged the image tiles correctly were shown the full picture of the new seat
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
