benchmark report
airline marketing
easyjet sneakairs
match made in HEL
EASYJET After experimenting with the introduction of LED light crew uniforms last year, easyJet has now taken its next step into wearables. Last month, it unveiled prototype smar t trainers called ‘Sneakairs’ which aim to help travellers better navigate the cities they visit. Sensors in the spor ts shoes connect to a smar tphone app via Bluetooth, using the smar tphone’s GPS system, and vibrates to tell the walker when to turn left or right. The campaign also draws attention to easyJet as a choice airline for fun getaway destinations in Europe. easyJet prepared two videos about the Sneakairs; one which shows how the Sneakairs work and another which gives more details on the technology
JUNE 2016 ISSUE
FINNAIR used to make them. The airline also created a dedicated Barcelona Street Project microsite to garner interest and suppor t for the idea, similar to what a Kickstar ter project might want do when launching a product idea. This campaign taps into the buzz on wearables, and also matches easyJet’s focus on technology solutions like its mobile and smar twatch apps. The campaign also draws attention to easyJet’s popularity among millions of adventurous passengers across Europe who set off for quick city breaks. The promotion was well received by the media , including technology site Gizmag , Wired and Digital Trends .
Finnair and Helsinki Airpor t’s management company, Finavia, held their second Match Made In HEL event on May 24 featuring the fashion creations of seven European and Asian top designers at Helsinki Airpor t. This year the two aviation par tners put on a very unique runway show . The airline’s new A350 aircraft served as the backdrop to the runway catwalk drawing attention to the design quality of the aircraft. The airline promoted the Made In HEL campaign on social media, from the announcement right up to the day of the big event, and featured stories of each of the designers selected to par ticipate in a series of posts on Facebook and YouTube . Media from around the world, including leading fashion bloggers and journalists, were present on the runway to watch as the models dressed in designs reflecting these
different cultural influences strutted by. For Finnair and Finavia this was an oppor tunity to build relationships with their customers in the Nordics and Asia, and also to define its brand as both lifestyle and design conscious-and just a healthy amount of quirky. This is the second Match Made in HEL event that Finnair and Finavia have coordinated. In 2014, the two par tners invited top skateboarders from around the world to HEL’s runway for a wheely showdown (video) . While the first Match made in HEL called attention to Finland as a happening and hip place to visit, this new campaign adds the elements of lifestyle appeal and sophistication, while calling attention to the connection between Finland and Asia through the runway at Helsinki.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
