benchmark report
airline marketing
delta #GiftGuide
filepse tous AEGEAN Greek airline AEGEAN gave its passengers a taste of traditional Greek hospitality with a new surprise and delight campaign called ‘Filepse Tous’ or ‘A Gift from Greece’. The airline encouraged Greeks to give a gift to travellers to take home as a memento of their trip as a way to thank them for their visit. Greeks who wanted to par ticipate could do so on a microsite by choosing a f light, seat number, and their choice of gift. They could add a handwritten card to go with the gift, which AEGEAN then delivered to the passenger on the plane. Gift items were local products—made in par tnership with Greek producers and ar tists—and included olive oil rusk, oregano, sesame snaps with Chios mastic, fragrant tea, herbs, pistachios from Aegina, Greek coffee, and mantolato nougat, as well as various crafted souvenirs. JAN 2016 ISSUE
DELTA With the collaboration of 31,000 par ticipants, Aegean arranged special treats for 1,000 passengers on their f light home. Gift recipients could thank senders on social media using the hashtag: #aGiftFromGreece . “Just before take off yesterday, I was given #AGiftFromGreece. Thank you, Nasia P. :)” wrote one passenger. “A nice surprise travelling home on AEGEAN Airlines #AGiftFromGreece— Greek coffee with a briki and Greek surprise,” wrote another. A third wrote, “Filepse tous thank you AEGEAN Airlines and Zarahoula S for this wonderful gift, you touch my hear t!” AEGEAN documented its ‘Filepse tous’ gift giving initiative with a video , which had over 240,000 views on YouTube.
One of the reasons people love social media is the way it allows them to aggregate and experience content in digestible snippets. But once an airline masters the ar t of condensing its marketing message into one image, a cool hashtags or 140 clever characters – what comes next? Now that many airlines have gotten the hang of social media, more and more are thinking outside the box. This is precisely the case with Delta’s recent Holiday #GiftGuide campaign, which shows us a novel technique for expanding beyond perceived limitations of Instagram, a powerfully visual social platform. An Instagram profile or homepage displays an account name and shor t introduction at the top, followed below by a tiled arrangement of photo uploads that’s three images wide and any conceivable length (this is dependent on the number of upload the account has). This profile design is
identical for corporate entities and the environment is ripe for reinvention. Described by the APEX blog as a “marketing matryoshka”, the recent Delta Gift Guide on Instagram uses a picture slicing technique to transform a large single image (in this case a flow-char t to the perfect gift) into an arrangement of separate images. Together, these separate images form a mosaic that fills the whole screen, but where each one of 18 pictures can be clicked and expanded individually. Want to try it out? There are a number of simple and free image division and collage-making applications (for example Giant Square for iOS) available in all the popular app stores.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
