benchmark report
airline marketing
real time seat availability
david ortiz vs piñatas
TRANSAVIA Dutch low-cost-carrier Transavia took cheap fares to the streets with an innovative Digital Out of Home (DOOH) campaign. The goal? Bringing real-time, last-minute deals and seat sales to the consumer, instead of waiting for the consumer to come to them. Transavia’s Real Time Seat Availability initiative takes a cue from live theatre and concer t venues around the world who often release last minute, reduced-price, “rush tickets” to the general public just a few minutes before showtime. Here in the airline version, Transavia captured the attention of last-minute travellers by using digital billboards around the Netherland’s three main airpor ts: Schiphol, Rotterdam/The Hague and Eindhoven. With constant live updates, the billboards counted down the empty,
AUG 2016 ISSUE
JETBLUE discounted seats available on Transavia flights to European destinations.
select travel
Working with OOH ad companies like Kinetic , Kokoro Amsterdam and DQ&A , Transavia’s latest promotion also appeared at major railway stations in The Hague and Eindhoven, as well as in sixteen metro stations in and around Amsterdam and Rotterdam. Finally, the billboards appeared online in an effor t to reach tech-savvy Transavia passengers on all fronts. This is an innovative way to sell last minute seats by encouraging impulse buying among commuters. It’s an idea that rather than being a “one-hit wonder” also has longevity, and one which lends itself to a number of different campaign extensions.
JetBlue’s latest campaign, ‘David Or tiz vs Piñatas’ is a light hear ted and comical take on the upcoming retirement of a much loved US baseball star. After 13 years playing for the Boston Red Sox, David Or tiz will retire at the end of the 2016 baseball season. JetBlue, which sponsors the team, considers what he might get up to during his retirement in a TV ad. The premise of the campaign is that the Red Sox designated hitter and nine-time All Star finds work as an enter tainment at different children’s bir thday par ties where he ends up knocking the stuffing out of their piñatas. The children are naturally disappointed, and parents seem horrified, but the campaign really hits one out of the park.
JetBlue also produced a Spanish version aimed at Spanish speaking baseball fans. It’s a sweet tribute to a spor ting legend at the end of his career and really shows what a good spor t JetBlue can be too. Or tiz really got into the role, Tweeting “I am: the Piñata Slayer” to his fans . The ad was well received by the media in the Red Sox’s hometown of Boston, and welcomed by Major League Baseball as well as by national newspapers such as U.S.A Today .
MullenLowe created the 45-second commercial (video) , which embodies the characteristic humour of JetBlue’s brand.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
