benchmark report
airline marketing
experiential
#NYCTakeOff
bedtime stories
JETBLUE JetBlue has made a name for itself by surprising New York City’s commuters with fun out-of-home stunts, including a talking ‘vir tual assistant’ shopping window and a Coke vending machine that rewarded those generous enough to share with free flights—all with the aim of promoting itself as “New York’s Hometown Airline.” With its most recent #NYCTakeoff stunt, the airline encouraged denizens of the Big Apple to “rip them off” by stealing giant peel-off poster vouchers from bus shelters across New York’s five boroughs. With the help of its agency Mullen Lowe, JetBlue placed 185 gift vouchers hiding in plain sight. The vouchers were giant peeloff posters that people had to first tear off their displays to redeem gifts like roundtrip flight vouchers, NY Jets and Brooklyn Nets tickets, a scoop of Brooklyn’s Blue Marble Ice Cream, and other treats. NOV 2015 ISSUE
LUFTHANSA JetBlue had a little fun at the expense of par ticipants who, by peeling-off the ads, revealed other permanent ads under glass with snarky lines like: “Snooze You Lose,” “Takers Gonna Take,” and “Repor t This Ad Stolen.”
Storytelling rituals build strong bonds between parents and their kids and is an important part of childhood education, but working parents who travel sometimes miss out. What if parents could tell bedtime stories, even when they have to catch a plane?
Some bold enough to try were surprised by a member of JetBlue’s crew who helped them cash-in voucher (video) . Others could go to a dedicated site to redeem their gifts with a voucher number.
That’s the premise behind Lufthansa’s latest marketing campaign: Bedtime Stories (video ). The airline installed a mobile recording studio—in the shape of a moon—at a departure gate at Frankfurt Airport. There, parents can record a bedtime story, create an audio book, then send it to their kids at home via email or text message. Children can listen to the recorded story or download it from a dedicated microsite by clicking on the link sent by their parents.
This naughty stunt was so well-received that JetBlue did it twice: first on September 21, and again on October 10.
“Travelling is always an emotional experience: Farewell and greeting, a change of place and culture, wanderlust and homesickness,” says Alexander Schlaubitz, Head of Marketing
at Lufthansa. “We want to make every passenger feel as though they are in good hands.” For parents rushing to catch a flight, Lufthansa offers a selection of pre-recorded audiobooks, narrated by well-known German voice actors. Moms and dads can add a personal good-night-wish and a photo of themselves. Lufthansa has worked with several publishing companies to offer parents their choice of popular children’s books. The airline will install a second Bedtime Stories ‘studio’ at Munich Airport. Parents can visit both studios from mid October through the end of the year. Lufthansa will promote the service through traditional advertisements, social media (hashtag #LufthansaStories) and in Lufthansa’s magazines.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
