benchmark report
airline marketing
digital
the sixt roadtrip
best of the planets
BMI REGIONAL In September, European regional airline bmi regional signed a par tnership agreement with Sixt Car-rental, allowing passengers to book car hire at bmi regional airpor ts at the same time as they booked their flights. Airline / Car rental par tnerships are of course nothing new, so bmi regional looked for a way to bring this to life. The mechanic that was chosen was that of a ‘road-trip’ where leading Instagramers in cities around Europe stage a social media take-over and take a Sixt car on a tour from their native city, posting images on the bmi regional Instagram account as they go. The idea is to show how a flight combined with a car hire from Sixt can enhance a city break by giving visitors the freedom to drive to both well known tourist destinations as well as some that are off the beaten track. On 12 October, the first Sixt road trip took NOV 2016 ISSUE
S7 place in and around Brussels, when the team of urban culture magazine We Love Brussels took a drive around Wallonia, posting on the bmi regional Instagram and Facebook accounts as they went along . This was followed by four leading Frankfur t Instagramers taking a drive in the Taunus hills outside Frankfur t on 5 November , with more planned for December. bmi regional’s social media followers were given an incentive to follow each road-trip by being asked to spot one of the locations where they saw the Sixt car, for the chance to win flights. The influencers themselves also cross-promoted the Sixt Roadtrip on their own social media feeds, reaching tens of thousands of fans. For example, the four Frankfur t Instagramers who took par t, together have a local fan base of over 150k fans.
One of the coolest notions to come out of the manned-mission-to-Mars-mania grabbing headlines these days is the idea that these proposed missions aren’t just sponsored by individual countries or government bodies, but are being thought of as global missions to another planet. Seizing that idea of thinking globally, Russia’s largest domestic carrier S7 Airlines has launched a truly beautiful digital marketing campaign entitled “Best of the Planets” . Celebrating the epic, natural beauty and rich, multi-cultural majesty of the planet Ear th, the digital spot encourages travelers to explore the every corner of the globe by visiting a dedicated website where users are invited to map out a unique “mood journey” to dozens of S7 destinations by taking a brief online test. Depending on which breathtakingly-beautiful visuals you click on, the site determines where you should set off to next.
Accompanied by a chills-inducing clip, the spot is narrated from above (literally!) by celebrated Russian cosmonaut Andrei “The Hero of Russia” Borisenko. Already viewed more than 4.5 million times on YouTube alone the spot was directed by Barcelonaborn helmer AG Rojas who cut his teeth directing boldly original, story-driven music videos for the likes of Jack White and the English “Space Rock” band Spiritualized, S7’s dazzling Best of the Planets clip was also one of the first projects ever allowed to shoot on location inside Saint Petersburg’s legendary Hermitage Museum. Generating major buzz online everywhere from StartUper.com to SHOOTonline. com S7’s daring, innovative spot is already destined to be a classic with globe-trotting flyers everywhere.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
