Iberia-Sudden plans

To increase awareness of the benefits of its Avios loyalty program, Iberia and Avios launched an original advertising campaign, called ‘Planes de repente’ (‘Sudden Plans’) highlighting last-minute leisure options in Spain which can be booked with points.

Iberia surprised passers-by in the streets of Madrid who happened to step on a big yellow Avios tile by spontaneously playingout three improvised leisure activities in the streets with the stage in a little longer than a minute. The events, which Iberia posted a YouTube video , included a beach outing, a hotel stay, and a night at the cinema - all activities which can be booked at any time using Avios points.

The “Planes de Repente” campaign also branched out to online promotions on Social Media . The airline also included an Out of Home component to the campaign with ten bus stands around Barcelona and Madrid. Iberia placed touch- screens with Internet access in the bus stands offering commuters a range of quick opportunities to use Avios, and a chance to win one of 50 prizes of flight tickets for two on Iberia.

Virgin Atlantic ran a similar campaign in New York City a couple of years ago, called ‘No Ordinary Park Bench’ , in which the airline brought in-flight entertainment to life for the public (video) .

In both cases, these impromptu performances captured the attention of the general public, raising awareness of the features highlighted in the campaign and associating the airline brand with spontaneous fun.