Scandinavian Airlines (sas) DM UP FOR GRABS by Crispin Porter + Bogusky Gothenburg

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Industry Airlines
Media Direct marketing
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Art Director Jonas Wittenmark
Copywriter Tobias Carlson
Client Service Director Robert Waern
Producer Michaela Winckler
Released January 2011

Credits & Description

Category: Best Low Budget Campaign
Product/Service: AIRLINE
Agency: CP+B
Date of First Appearance: Jan 18 2011
Entrant Company: CP+B, Gothenburg, SWEDEN
Creative Director: Tobias Carlson (CP+B)
Creative Director: Jonas Wittenmark (CP+B)
Art Director: Jonas Wittenmark (CP+B)
Copywriter: Tobias Carlson (CP+B)
Visual Designer: Jonas Hult (CP+B)
Motion Designer: Jorgen Bengtsson (CP+B)
Visual Designer: Malin Ekman (CP+B)
Visual Designer: Anders Svensson (CP+B)
Interactive Developer: Patrick Chan (CP+B)
Producer: Michaela Winckler (CP+B)
Client Service Director: Robert Waern (CP+B)
Content Supervisor: Axel Widen (CP+B)
Media placement: Social Media - Facebook - January 18, 2011

Describe the brief/objective of the direct campaign.
Inspire spontaneous travel during the last leg of the Scandinavian Airlines million-seat fare sale.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We put together a competition on Facebook where SAS fans through changing their Facebook profile picture and posting a matching wall picture on the SAS Facebook fan page, registered to win a free trip. We play around with the context of the Facebook wall and feed, the fans themselves both become the spreading mechanic and providing the execution.

Explain why the creative execution was relevant to the product or service.
Scandinavian Airlines have a highly active Facebook fan page with 60,000 fans. This was our way to do something special for the fans, and at the same time encourage them to show their love for the SAS brand.

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.
We’re not going to lie. The campaign was meant to fly under the Facebook radar but it got shut down after only 24 hours. But that’s ok, because by then we had already lured thousands of Facebookers to, picked a winner and sent him off to Paris.

When we started working with Scandinavian Airlines, the brand portrayed pilots in front of great air carriers—and translated to a brand very distant from the lives of its customers. We’ve since flipped it. SAS is now a warm, charming and playful brand who take pride in interacting with its customers.