benchmark report
airline marketing
experiential
christmas mini miracles
next stop new york
WESTJET Canada’s second largest airline WestJet has been successfully capturing the sentimentality of Christmas with experiential campaigns for several years – and Christmas 2015 was no different. On December 9th, WestJet held a “mini miracles day” where airline street teams wearing blue Santa hats joined forces with the WestJet Blue Santa to make 12,000 mini miracles (defined as any act of kindness evoking a positive response) happen across the airline’s route network. With just 24 hours to achieve a goal of 12,000 mini miracles WestJet enlisted the help of its customers, who contributed by doing something nice for someone and sharing the good deed on social media with the hashtag #WestJetChristmas . A total of 31,793 mini miracles in 10 time zones were registered throughout the day.
JAN 2016 ISSUE
NORWEGIAN Acts of kindness large and small included giving beach toys to children in Jamaica, giving warm clothing to the homeless, delivering Christmas groceries to families in need and even sending people on free holidays. WestJet compiled the highlights of the day into a video , which was viewed more than 1.3 million times in just two weeks. News of the effor t spread quickly across Canadian and international media. News outlets like the CBC , Adweek and Mashable in the UK all repor ted on the event. The WestJet Christmas Miracle is now in its four th year. The 2013 campaign , where passengers discovered wrapped gifts on a Calgary luggage carousel, was perhaps the most successful of all, with over 44 million views on YouTube.
For one day, Oslo metro had a new station stop in the heart of New York City. This fun stunt was put on to promote Norwegian Airlines’ low-cost non-stop flights to New York. With help from M&C Saatchi, Oslo’s Nationaltheatret station was transformed into Times Square hub, including walls, platforms, signage and advertising all changed out to match the actual station in New York City. For extra ‘local’ flavour, over half a million commuters were surprised to find New York City cops in uniform, hot dog vendors, American football players, a gospel choir, preachers, and Times Square legend: The Naked Cowboy. In a nod to the comedy crime , Mafioso-style trains discussed
popular Norwegian Netflix drama, Lilyhammer gangsters on the metro their subway routes. Even
Spiderman swung by Nationaltheatret station as part of the fun. “This has been an exciting campaign and we have received positive feedback,” says Norwegian marketing director Stine Steffensen Børke. “For us it is important to raise awareness of our long-haul routes, and this campaign fits well into our strategy.” Norwegian Airlines shared a video (180,000 views) of the New York-themed commute on YouTube. Last year, the airline let visitors in a shopping mall in Oslo tour New York City in realtime with its ‘Norwegian Red Cab’ campaign. A Norwegian Airlines cab in New York was outfitted with 360º cameras and sent live video to a screen display at an Oslo shopping mall. By touching the screen, shoppers could take a look around and speak to their remote ‘tour guide’ at the Big Apple.
3
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
