4320 LA/SYD by Droga5 Sydney for V Australia

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4320 LA/SYD

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Industry Airlines
Media Direct marketing
Market Australia
Agency Droga5 Sydney
Executive Creative Director David Nobay
Editor Craig Wilson
Released July 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: V AUSTRALIA
Product/Service: AIRLINE
Agency: DROGA5 AUSTRALIA
Date of First Appearance: Jul 6 2009 12:00AM
Entrant Company: DROGA5 AUSTRALIA , Sydney, AUSTRALIA
Entry URL: http://4320LA.com
Executive Creative Director: David Nobay (Droga5 Sydney)
Executive Planning Director: Sudeep Gohil (Droga5 Sydney)
Senior Copywriter: Ben Akers (Droga5 Sydney)
Senior Art Director: Ben Smith (Droga5 Sydney)
Agency Producer: Paul Johnston (Droga5 Sydney)
Director Digital: Brett Mitchell (Droga5 Sydney)
Digital Producer: John McLean (Droga5 Sydney)
Account Director: Nicolas Kettelhake (Droga5 Sydney)
Account Director: Liz Ainslie (Droga5 Sydney)
Executive Producer: Tom Korsan (Great Guns Usa)
Head of Production: Ellen Devine (Great Guns Usa)
Editor: Craig Wilson (Image Post/Sydney)
Sound Design: Tone Aston (Nylon Studios/Sydney)
Executive Producer: Matt Long (Goodoil Films)
Production Producer: Chana Mclallen (Goodoil Films)
Editing: Macca Mclean (Goodoil Films)
Agency Producer: Roy Di Giorgio (Droga5 Sydney)
Media placement: Radio - Drive And Breakfast - 6th Of June 2009
Media placement: Print - Mx Street Press And Sunday Press - 6th Of June 2009
Media placement: Online - Search Engines, News Sites And Facebook - 6th Of June 2009
Media placement: Street Posters - Metro Areas - 6th Of June 2009

Describe the brief/objective of the direct campaign.
V Australia needed to increase sales on its route between Sydney and Los Angeles, but wanted to avoid price war advertising. Rather than compete for share within the current market, they set out to grow the segment and attract new travellers to the market – people who weren’t already considering travelling to LA. Our challenge: put bums on seats with V Australia’s new “3 Day Deals”. The biggest obstacle was to convince people that LA was actually “do-able” in three days. The perception was that it was too far, too expensive and just too hard.

Explain why the creative execution was relevant to the product or service.
The use of Twitter to fuel the campaign tapped into the mindset of the target market in a way no other medium could. It was new, it was immediate, and its freshness translated both to the brand and destination. A purpose built website – 4320la.com – housed the campaign elements and captured results. This was where the tweets fed live, displayed the twit pics, background on the “Twits” themselves, and most importantly, linked to the V Australia homepage and information about the 3 Day Deals. The tweets were also relayed and promoted live each day through the radio station’s drive time segment.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To put LA within people’s reach, we decided to demonstrate how to experience LA in just three days. We ran a promotion, using print, online and radio to recruit three energetic, enthusiastic Aussies - willing to fly to LA for 72 hours of non-stop action. The catch - share all of it with the rest of the world by twittering every minute of their trip ¬- that’s 4,320 tweets. The desired outcome was to drive people to the website – to not only book a “3 Day deal” but explore the site and what V Australia had to offer.

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.
Over three weeks, the website recorded: • Over 67,000 visitors • Over 55,000 unique visitors • Over 175,000 page views • Time on site: over 3 minutes • Just under 50% click through rate to the “Flight Deals” button on the website. The film of the stunt became a mini documentary for the airline’s inflight entertainment, webisodes, retail TVCs and was taken up by cable Channel V. The take up of the deal was so successful that the offer was extended for an additional month. V Australia was so pleased with the results, 4320Sydney was launched one month later.