Star Alliance DM STAR ALLIANCE, PICTURE YOUR UPGRADE by Tribal London

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STAR ALLIANCE, PICTURE YOUR UPGRADE

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Industry Mobile applications
Media Direct marketing
Market United Kingdom
Agency Tribal London
Executive Creative Director Jeremy Craigen
Creative Director Guy Bradbury
Art Director Robert Bovington
Copywriter Stephen Webley
Designer Toby Snowdon
Released February 2012

Credits & Description

Category: Best Low Budget Campaign
Advertiser: STAR ALLIANCE
Product/Service: MOBILE APPLICATION
Agency: TRIBAL DDB
Executive Creative Director: Jeremy Craigen (DDB UK)
Creative Director: Guy Bradbury (DDB UK)
Art Director: Robert Bovington (Tribal DDB)
Copywriter: Stephen Webley (Tribal DDB)
Designer: Toby Snowdon (Tribal DDB)
Mobile/IOS Developer: Andy Best (Tribal DDB)
Agency Producer: Olly Groves (DDB UK)
Agency Account Director: James Hayhurst (DDB UK)
Agency Account Manager: Ross Cleal (DDB UK)
Planner: Elaine Miller (Tribal DDB)
Head Of Creative Technology: Matt Oxley (Tribal DDB)
Technical Director: John Streit (Tribal DDB)
Media placement: Mobile And Online Banner Display Advertising - Mobile Admob Network And Flyertalk.com - 8th February 2012
Describe the brief/objective of the direct campaign.
Established in 1997 as the first truly global airline alliance, the Star Alliance network has the most international member airlines, daily flights and destinations around the world, offering global customers convenient worldwide reach and a seamless travel experience.
Customers enjoy a range of benefits from: Priority check-in, Lounge Access, Priority Boarding through to Priority Baggage. However, customers were unaware of these benefits and were not engaging with what the brand had to offer. Our objective was to raise awareness, engage and educate our global audience - without a global advertising budget.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea for the promotion was based on 2 key universal insights relevant to the international business traveller audience:
1. They use mobile devices when travelling
2. They had grown bored of the airport experience
We saw this as an opportunity to create engagement with the brand while educating customers on the benefits of being a Star Alliance Frequent Flyer programme member. The ‘Picture Your Upgrade’ promotion was a fun way to bring to life the benefits while providing entertainment for the target audience.
Explain why the creative execution was relevant to the product or service.
‘Picture Your Upgrade’ was a unique promotional app that allowed customers to take pictures of boring things in the airport and submit them for a chance to win an ‘upgrade’ for something more rewarding. For example, people could take a picture of Priority check-in and win an ‘upgrade’ to check-in at an exclusive 5 Star Hotel. Or take a picture of a seat in a Star Alliance lounge and win an ‘upgrade’ for their own Le-Cobusier armchair.
We invited people to share photos on our Facebook page, geo-tag their photos and display their journeys.
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.
In just 8 weeks tens of thousands of people downloaded the app from over 100 different countries. Over 28,000 photos were uploaded featuring customer journeys and Star Alliance benefits. These were geo-tagged from over 600 airports/destinations and shared on Facebook, helping us achieve a daily audience reach of over 1m people and increasing our fan base by 17%.
Great results - without a great big advertising budget.