Blue1 Airlines DM WHO IS HE? by LOVELY

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Industry Airlines
Media Direct marketing
Market Netherlands
Director Johan Tholson
Creative Director Mira Olsson, Magnus Olsson
Released March 2011

Credits & Description

Category: Traffic & Brand Building
Advertiser: BLUE1 AIRLINES
Product/Service: AIRLINE
Agency: LOVELY
Date of First Appearance: Mar 14 2011
Creative Director: Magnus Olsson (Lovely)
Creative Director: Mira Olsson (Lovely)
Director: Johan Tholson (Way Creative)
Marketing Director: Kristiina Kukkohovi (Blue1)
Digital Marketing Manager: Nina Hagerstrom (Blue1)
Agency Producer: Jenny Nyman (Lovely)
Seeding Company: (Seed Finland)
Marketing Manager: Dina Asis (Blue1)
Production Company: (Way Creative)
Music: Brothers of End
Media placement: Internet Film As A Direct Email - Online - 14 March 2011

Describe the brief/objective of the direct campaign.
The objective was to communicate to our existing customers about the Blue1 Premium Class in such a way that they would recommend the product to new customers.
The Strategy of the Campaign was to send our customers a film that dramatizes the product benefits as a direct email (hence, no media spending) with the goal of getting them to forward it to new potential customers in order to establish new consumer relationships.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to dramatize the benefits of Premium Class to the Finnish Business travellers, we filmed a stunt in Sweden where we approached a world famous Businessman (who is known for not liking Business Class) with one direct letter.

Explain why the creative execution was relevant to the product or service.
One letter to one famous and respected businessman ended up communicating the product benefits to our main target group, the Finnish business travellers, and spreading to potential customers.

The Blue1 Premium Class competes with the Business Class alternative our competition is offering. It was appropriate to link the Blue1 -brand and the "common sense" Premium Class product to one of the most "common sense" and successful businessmen in the world. And get our message forwarded to the right people, by the right people, without media spending.

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.
A 149% increase in new addresses.
63% recommended the video to another business traveller or more.
Blue1 Premium Class -sales up 26% compared to the same period last year.
Brand Preference up 13%*.
Brand Consideration up 22%*.
(*Mediacom Effectiveness Tracking Tool).