benchmark report
airline marketing
digital
upgrade challenge
love is in the air JETSTAR
AIR FRANCE
To raise awareness in the Asia Pacific region of the new cabins on its B777s, Air France has developed a mobile game called Cloud Slicer , which allows travellers to compete for an instant upgrade on their flights. This game was first launched at Singapore Changi and Osaka Kansai airpor t in late 2014 when passengers were handed tablets and encouraged to play Cloud Slicer, where they had to swipe the screen to cut up clouds and compete for high scores. More than 400 passengers in the boarding gates par ticipated in the 15-minute game. Scores were displayed in real-time on three larger screens located at the boarding gates. 15 lucky top scorers in Singapore and six in Osaka were instantly upgraded to Business Class on their flight and received their new boarding passed from the pilot himself. Video of the event here .
FEBRUARY 2015 ISSUE
From January 19 2015, the competition has been extended to a regional level. All Air France passengers flying from China, Hong Kong, Singapore, Indonesia or Japan can download the game (iOS or Android ) and compete against each other. The best scorers of the month in each country will have the chance to be upgraded on their next flight to Paris.
In early 2013, Jetstar Asia – the Singaporebased low-cost subsidiary of Qantas – has par tnered with well-known fengin a ‘tongue shui master David Tong in cheek’ campaign in the run up to Valentine’s Day and Chinese Lunar New Year, saying it wants to offer singles “an escape and a chance to f ind love at the same time.”
on Three top scorers were picked January 31st and another three w ill be selected on February 27th to win free upgrades on their upcoming flights. The contest is only open to ticket holders who will travel between February 15 and December 31, 2015 and is based on seat availability on the travel date.
Called ‘Love is in the Zodiac Pair’ , the airline invites singles to log onto the campaign website and complete a simple form that asks for their relationship status and bir thday. A personalized feng shui repor t is then generated, indicating compatible zodiac signs, best inf light seats, travel destination and activities. For those born in the year of horse, for example, the best match is someone born in the year of the goat. These people should sit in row nine, 19 or 29 and travel to Jakar ta from Singapore.
Single f liers can also enter a contest to win a blind date overseas. Jetstar and Tong will pick two lucky singles who have the best matching feng shui, as well as personality traits and descriptions of their ideal date overseas. At the end of each day of the trip, the winners will be asked to decide whether to continue the date or go home. The trip can last for up to three days and will be recorded and screened on Jetstar’s Youtube channel on March 3. In the f irst seven hours after the campaign’s launch, the site had already received more than 5,000 applications.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
