benchmark report
airline marketing
all i do is win SOUTHWEST Southwest Airlines puts a fresh spin on its ongoing Transfarency campaign by “dropping the mike” on hidden airline fees, in a new TV ad spot which calls attention to the over $37 million in checked bags and other fees the airline has saved Atlanta’s air travellers. The humorous and hip ad (video) debuted during the Grammy Awards and featured the DJ Khaled Song “All I do is Win” in its soundtrack. “It is super catchy and well done if you ask me. I even rewinded it to watch it again because the song and dancing was so enter taining,” The Weekly Flyer wrote on travel-site Boarding Area . “This adver tisement Rocks!! Its fun hip and speaks to the city! It caught me by surprise in a pleasant way. Way to GO!!!” said a commenter on YouTube. MAR 2016 ISSUE
While the video is fun, the message is serious. The savings the airline claims in the ad were compared to other airlines’ average fees as repor ted by U.S. Depar tment of Transpor tation data from July 2014 through June 2015. Southwest has differentiated its brand from competitors -- both legacy flagship carriers and ultra-low-sost airlines -- by pointing out its more advantageous baggage and fee policies through the Transfarency campaign. Transfarency was conceived by agency GSD&M who were also responsible for the “All I do is win” ad. Since the introduction of the Transfarency campaign in October of last year, the airline has actively used the #transfarency hashtag to tie-in promotions on social media both for customer communications on Twitter and to encourage brand loyalty with experiential sharing on Instagram .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
