NASAIR DM WAIT TILL IT MELTS by Leo Burnett Jeddah

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WAIT TILL IT MELTS

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Industry Transport, travel & tourism, Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market Saudi Arabia
Agency Leo Burnett Jeddah
Copywriter Faraz Khan
Account Supervisor Nasser Charkas
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: NASAIR
Product/Service: AIR TRAVEL
Agency: LEO BURNETT
Date of First Appearance: Dec 15 2010
Entrant Company: LEO BURNETT, Riyadh, SAUDI ARABIA
Regional Creative Director: Bechara Mouzannar (Leo Burnett)
Creative director: Charbel Nasser (Leo Burnett)
Art director: Jonathan Horner (Leo Burnett)
Art director: Feras Shoujah (Leo Burnett)
Copywriter: Faraz Khan (Leo Burnett)
Account Supervisor: Nasser Charkas (Leo Burnett)
Public Relations & Marketing Communication Director: Waleed Al Shaikh (Nasair)
Media placement: Ice Blocks - Travel Agents - 15 December 2010

Describe the brief/objective of the direct campaign.
Nasair, a major Saudi airline faced a challenge. How do we get travel agents to talk about and promote the airline’s winter destinations?

With most of the expats and Saudi nationals planning their vacations around winter, the heat was on to get people to fly Nasair.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Saudi Arabia isn’t known for its winters.

So we thought of bringing Ice to Saudi Arabia. We placed the winter schedule in blocks of ice and then delivered them to travel agents in Riyadh and Jeddah. As the ice melted, the message and schedules were revealed.

The thought was to encourage the agents to start talking and drive more sales during winter for Nasair.

Explain why the creative execution was relevant to the product or service.
Ice and Saudi Arabia don't really go together. It hits over 50 degrees in the summer, and people hardly feel the true chill in winter.

The ice blocks placed at the travel agents' office not only created curiosity among the agents (as they had to wait till the ice block melted to receive their schedules) but also provoked questions from walk-in customers which encouraged the agents to respond positively to this unique act.

Because of the heat in Saudi, ice seemed a unique way to get our message of winter schedules across.

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.
All agents contacted responded extremely positively to this act of creativity. Although actual sales figures are sensitive, the % increase at travel agents in the 2010/11 winter season was up 35% on the year before.