benchmark report
airline marketing
the imagination machine
my kitchen rules
S7 AIRLINES
JETSTAR
Imagine flying a plane by just, well, imagining it. That’s what Russian LCC S7 Airlines helped adventure-seekers in Moscow accomplish with its ‘Imagination Machine’ (video ).
Those whose flights were cut shor t by distractions—one remembered she had to pick up milk—still walked away with a nice consolation prize of 5,000 air miles, bringing them a little closer to that dream journey.
Using special EEG-brainwave headset controllers, which monitor brain activity through a forehead biosensor, contestants could take a flight of fancy. The more par ticipants focused on their dream destination, the truer the flight path of their imaginary plane, projected on a 2-meter mapped globe on display at a mall in Moscow.
This initiative ties-in with S7’s ‘Fly To Anywhere You Can Imagine’ campaign by Wieden & Kennedy Amsterdam, which centres around the power of imagination.
Those who could concentrate on their dream destination for the 45-second vir tual flight, were rewarded with a real-life ticket to go wherever their hear t desired within S7’s network and that of its oneworld alliance par tners. Over 250 people were game to try throughout the day of the promotion, of which 49 won tickets. MAY 2015 ISSUE
“As a par t of the campaign #IWANTTOGOWHERE we used a nontypical promotion instrument,” Tatiana Fileva, S7 Group Marketing Deputy Director, said, “Imagination Machine vividly demonstrates embodiment of ideas and fantasies into real life. It’s enough to be ready to discover something new, to have courage to dream, and S7 Airlines together with other oneworld alliance member airlines will help you to make this dream real.”
Value-based carrier Jetstar featured strongly on an April episode of the popular Australian competitive cooking show My Kitchen Rules, which presents teams of wannabe chefs squaring-off in culinary challenges that test teamwork, creativity and prowess in the kitchen. In the episode airing April 13th, six duelling culinary teams found themselves in a hangar at Sydney Airport, gathered round a 787 Dreamliner in Jetstar’s bold black and orange livery. The day’s challenge? To prepare an inflight meal for a plane full of hungry passengers that looked delicious, tasted great and fit into Jetstar’s signature back meal box… all in just 90 minutes. The prize? Victors would not only dodge elimination by securing passenger votes, but would also have their creation become the celebrity pre-order meal option on all Jetstar flight over 5.5 hours between April 14 and July 14 of this year.
In addition to enjoying significant brand exposure throughout the hour-long primetime reality show, Jetstar received plenty of coverage from other media outlets. The story was picked up and shared through social media by mainstream media such as the Sydney Morning Herald, advertising sources like B&T , and entertainment blogs including Sydney Confidential . Morning talk show Sunrise even had its own correspondent and TV cameras on board to taste the different offerings. The day after the show aired, Jetstar erected pop-up kitchens in Sydney, Melbourne and Perth that let the general public to try out its latest pre-order option. A Jetstar-produced video illustrating how the dish is prepared has been viewed 1,200 times.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
