Christmas Campaign: "Unexpected Luggage" Direct marketing by Shackleton

Type of Entry: Product & Service
Category: Travel, Entertainment & Leisure
Title: UNEXPECTED LUGGAGE
Advertiser/Client: SPANAIR
Product/Service: CHRISTMAS CAMPAIGN
Entrant Company: SHACKLETON Madrid, SPAIN
DM/Advertising Agency: SHACKLETON Madrid, SPAIN
Executive Creative Director: Enric Nel-lo
General Manager: Sergio Martínez Llunell
Brand Manager: Yolanda Agra
Account Supervisor: Isabel Cisneros
Account Executive: Elena Dominguez
Creative Director: Pipo Virgos
Creative Director: Paco Badia
Art Director: Clara Mercader
Copywriter: Santi Garcia
Graphic & Event Producer: Marta Lopez
Audiovisual Production Manager: Manuela Zamora
Audiovisual Producer: Cristina Cortizas
General Manager: Rodrigo Miranda
Social Media Manager: Coque Pons
Brand Manager: Elena Íbañez
Social and Public Relations Manager: Eva Leoz
Executive Social Account: Cristina Fernandez
Communications Manager: Luciana Borges
Describe the brief from the client:
Spanair wanted to launch a Christmas greeting to all its customers.
On Christmas 2010, Spanair used segmentation, personalization and creativity to CREATE AN IMPACT at the right moment. The airline then used social media to turn contents into direct marketing tools in order to generate links on the Internet and pass on Spanair’s positioning based on proximity, client orientation and attention to service details.
The passengers of the flight that landed at midnight on that Christmas Eve, couldn’t imagine the experience they were about to live. And probably they wouldn’t be able to forget it either...
Creative Execution:
The DM strategy for this project is based on 3 components:
1.- SEGMENTATION: Although the action took place in such an unexpected place -the baggage claim area- it was not only about giving a present, it was about the gesture and detail. With that in mind, 12 client types were defined based on sex, age and occupation, family role, etc.
2.- PERSONALIZATION: For each client type (ex: man/young/father) we chose a best-fit present with the passengers’ name on it.
3-. COMMUNICATE WITH A FACT. We used an individual gesture to demonstrate Spanair "cares about the little things that clients care about" and waited for it to be passed around.
Describe the creative solution to the brief/objective.
On the luggage conveyor belt and before their luggage came out, passengers found some unexpected luggage arriving: a personalized gift with the names of each one of them.
The baggage claim area became a spontaneous party. The surprise and the passenger's reactions were recorded and became a video which was launched in Spanair’s Youtube. Spanair sent this to all other clients as their Christmas greeting.
In 48 hours, the video was viewed 100,000 times and, in two weeks, 700,000 times. It was shared more than 8,000 times, blogs and Spanish TV channels Cuatro and Telecinco, BBC, ABC echoed the news.
Describe the results in as much detail as possible.
• Spontaneous applause from all passengers that received the surprise.
• In 48h hours, the video had more than 100,000 viewings, 700,000 in two weeks.
• More than 30,000 individual comments and replies were posted on YouTube, Facebook, Twitter etc. A token of the new relation the brand established with clients.
• Ranked 6th most viewed viral in Goviral.
• Spanair's Facebook wall received thousands of comments demonstrating it had impacted more than just the passengers but all those who were moved by the campaign..
These reactions mean a first stage on the relationship and dialogue with the brand.