benchmark report
airline marketing
tv, print, ooh
we prove it different
fantasy flight THOMAS COOK AIRLINES and Together with Catch Digital Visualise (a collective of 3D f ilmmakers), Thomas Cook Airlines has executed a fun and creative campaign that utilizes the latest in 3D f ilm technology and the power of YouTube, all while promoting new long-haul routes and a newly refurbished f leet of A330 aircraft. The campaign is a contest where par ticipants can win an all expenses-paid trip to LA. Experienced on mobile devices via the YouTube app, viewers watch a series of live-action cabin videos (viewed nearly four million times in three weeks) and change their perspective by moving their device or dragging the screen. Real pilots and cabin crew can be seen going about their tasks onboard, while actors playing different characters in the plane give clues about three mystery destinations. For example, in this video APR 2016 ISSUE
AEROMEXICO we see actors dressed as celebrities Kanye West and Kim Kardashian, who live in New York. This suggests that one of the three mystery cities is New York.
Aeromexico has tackled stereotypes and common misconceptions with its lively “We Prove It Different” campaign produced by Ogilvy & Mather, Mexico.
If the user explores the 3D videos thoroughly, learning all three mystery destinations, they can enter the sweepstakes online via a special Fantasy Flight micro-site. In addition to the grand prize LA adventure, Thomas Cook will also give away two sets of long-haul tickets and f ive 3D cameras.
The ad campaign consists of vignettes which consider traditional myths about destinations, cultures, and services which Aeromexico wants to help people break. It features television and radio spots, print ads, and billboards. Aeromexico will gradually include different types of ads and graphic materials.
Visualise says that Thomas Cook’s last VR destination campaign, ‘Try Before You Fly’ , led to a 180% increase in NYC excursions booked.
The airline has been fearless about taking on what some might consider no-go topics, like: “All you go to Amsterdam for is to smoke pot.” .
The campaign is suppor ted by the hashtag #TCAFantasyFlight, which has been very active on Twitter .
In the YouTube video of the campaign, the airline juxtaposes other common stereotypes like, “Mexicans are macho” with images that prove differently, such as
a Mexican man doing the dishes at home. Less controversial topics dispel destination myths, like “You can only go to Cancun for Spring Break” and experiential myths like “when you fly all you get for free is water.” Andrés Castañeda, Deputy Director of E-Commerce Marketing Strategies explains the philosophy behind the campaign saying, “Aeromexico is a global airline that serves different countries across the globe, and is proud to serve the diverse customers who fly with us. Our goal with this campaign is to encourage travellers to reassess different destinations. In other words, we don’t want them to simply settle for what they hear about these places, but want them to personally visit and experience them so they can form their own opinions.” The airline has also promoted the campaign on Social Media with the label “Rompiendo Mitos” (Breaking Myths).
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
