benchmark report
airline marketing
tv, print, ooh
the FCB holiday
billboard plane
QATAR AIRWAYS
As par t of its new 3-year par tnership with FC Barcelona, Qatar Airways has launched a new commercial that features FC Barcelona stars Messi, Neymar, Piqué, Iniesta and Suárez. The spot has the players visiting a number of destinations to highlight the airline’s network. The video spot (nearly 600,000 views on YouTube so far, which is not very much compared to the Turkish Airlines’ spots that starred Messi) is aired in English, Arabic and Catalan and takes a humourous look at the players par ticipating in a number of different activities at each destination. Accompanied to the Beach Boys hit ‘I get around’, the video begins with Iniesta reading a magazine as a voice comes over the PA system stating: ‘Qatar Airways are proud to welcome on board FC Barcelona and wish you a wonderful holiday.’
FEBRUARY 2015 ISSUE
TRANSAVIA
The next scene cuts to Neymar and Pique lounging on a beach in matching Hawaian shir ts - akin to the traditional colours of Barcelona’s home strip. The adver t then cuts to Iniesta and Pique enjoying in the Parisian performance ar t of mime before moving over to Japan where Messi – depicted as a black belt in karate – waltzes his way through the opposition’s challenges, who are dressed as ninjas. The film ends with the quintet returning from their holidays to Barcelona. The campaign follows Qatar Airways earlier The Land of FCB video , which was launched 1.5 years ago and earned 5 million views in its first week on YouTube.
Dutch low-cost carrier Transavia – a subsidiary of Air France-KLM – has used interactive billboards located at several subway stations in the cities of Amsterdam and Rotterdam to promote its flights to winter destinations. To let the public at these high-traffic locations experience themselves how quick and convenients it is to fly from Amsterdam and Rotterdam to one of Europe’s popular ski areas – as compared to driving a full day by car – Transavia invited people at several metro stations to virtually fly a plane from Transavia to a European ski region themselves.
“It’s a funny and cute way to playfully travelers flying experience how quickly it is to go by plane skiing,” commented Transavia on the campaign. The interactive campaign was part of a broader winter sports campaign by Transavia, which also included a large number of regular billboards placed at subway stations in both cities that advertised its low-cost fares.
Transavia flight attendants were present on location to explain how the interactive billboards – which were equipped with motionsensoring technology – worked. During the campaign, one could see people stretching their arms and turning from left to right, just like kids do when they imagine they are flying. Video here
9
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
