RED|GUIDE by Wunderman Vienna for Austrian Airlines

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RED|GUIDE

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Industry Airlines
Media Direct marketing
Market Austria
Agency Wunderman Vienna
Executive Creative Director Tom Krutt
Client Service Director Ricardo Vybiral
Released June 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: AUSTRIAN AIRLINES
Product/Service: AIRLINE
Agency: WUNDERMAN VIENNA
Date of First Appearance: Jun 30 2010
Entrant Company: WUNDERMAN VIENNA, Vienna, AUSTRIA
Entry URL: http://www.redguide.at
Executive Creative Director: Tom Krutt (Wunderman)
Creative Director Online: Gerd Haselsteiner (Wunderman)
Senior Web Developer: Mark Burrett (Wunderman)
Art DIrector: Philipp Brunsteiner (Wunderman)
Web Developer: Stephan Pötschner (Wunderman)
Web Developer: Emir Kumalic (Wunderman)
Junior Web Developer: Philipp Mayer (Wunderman)
Creative Director Text: Petra Hauer (Wunderman)
Creative Director Art: Silvia Rodler (Wunderman)
Senior Flash Developer: Bruno Fenzl (Wunderman)
Junior Graphic Designer: Julia Deinhamer (Wunderman)
Client Service Director: Ricardo Vybiral (Wunderman)
Media placement: Web Portal - WWW - 30 June 2010
Media placement: Mobile App - ITunes App Store - 6 September 2010
Media placement: Web Banner - Www.orf.at - 15 November 2010
Media placement: Print Ads - Skyline Magazine, E-Tickets - 30 June 2010

Describe the brief/objective of the direct campaign.
Our brief was to develop a web portal for Austrian Airlines' discount sector, the red|ticket. red|tickets are available for a number of major European cities, including Rome, Paris and Stockholm.
Our target audience: clued-in travellers, not clueless holiday-makers!
Our insight: travelling is all about curiosity; about the new and unknown.
Our strategy: Every airline now offers discount tickets, so price alone is no longer the single key to winning over individual travellers. To distinguish the brand we wanted to make it as useful as possible to travellers. No prices. No offers. No hard selling. Just pure lifestyle, pure experience and personalized services.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea: Let's make the Austrian Airlines brand your travel companion while you're on the road. Create loyalty through brand experience, lifestyle and service.
Our execution: We developed the red|guide as a branded utility for curious travellers. With a contemporary design language and highly authentic wording – a dialogue between travellers.
And each tip is linked to the AUA booking engine to allow for the conversion of the virtual experience.

Explain why the creative execution was relevant to the product or service.
Strength #1 Involving Information: The portal www.redguide.at offers both editorial AND community generated tips for more than 22 cities in the categories.
Strength #2 Authenticity: Far from the beaten track – authentic insider tips from the real world.
Strength #3 Mobility: Build your own personal guide of the hottest locations and most happening events. The red|guide mobile App is your own digital tour-guide on your iPhone, meaning you'll never be without it!
Strength #4 Utility: Even the red|guide banners are fully usable red|guide widgets that feature current tips from the web portal.
100% utility, 100% dialogue: All at eye level.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Red Guide web portal has become the hub of a CRM-engine in an entirely new dimension.
We are now able to contact travellers both before and after their journeys with precisely tailored offers and content. In just four months hundreds of thousands of people visited the site, and nearly 2 million pages were served up. Further still, red|guide has become the most popular Austrian travel web portal. The red|guide App was the Number 1 travel App in the iTunes store for more than 5 weeks.
Most important: The sales of red|tickets have risen since red|guide launch by 15%.