Flybabies, 2 by MullenLowe New York for Jetblue

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Flybabies, 2

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Industry Airlines
Media Digital, Interactive & Mobile, Case study
Market United States
Agency MullenLowe New York
Chief Creative Officer Mark Wenneker
Executive Creative Director Tim Vaccarino, Dave Weist
Creative Director Amy Ferguson, Julia Neumann
Art Director Alyssa Cavanaugh
Copywriter Ben Salsky
Production Hey Baby
Director Joris Debeij
Released September 2016


Cannes Lions 2017
PR Practices & Specialisms: Events & Stunts Bronze Lion

Credits & Description

Title: Flybabies
Agency: Mullenlowe Group
Brand: Jetblue
Country: USA
Entrant Company: Mullenlowe Group, New York
Advertising Agency: Mullenlowe Group, New York
Media Agency: Mullenlowe Group, New York
Pr Agency: Mullenlowe Group, New York
Production Company: Hey Baby Films, Los Angeles
Additional Company: Ps 260, New York
Chief Creative Officer: Mark Wenneker (Mullenlowe)
Executive Creative Director: Tim Vaccarino (Mullenlowe)
Executive Creative Director: Dave Weist (Mullenlowe)
Creative Director: Amy Ferguson (Mullenlowe New York)
Creative Director: Julia Neumann (Mullenlowe New York)
Executive Director Of Integrated Production: Liza Near (Mullenlowe Boston)
Associate Director, Print Production And Experiential: Kristine Ring-Janicki (Mullenlowe Boston)
Svp, Group Account Director: Drayton Martin (Mullenlowe Boston)
Account Director: Molly Bluhm (Mullenlowe Boston)
Digital Media Supervisor: Shoshana Levine (Mullenlowe Boston)
Svp, Account Director Pr: Jaclyn Ruelle (Mullenlowe Boston)
Account Supervisor: Becky Brand (Mullenlowe Boston)
Svp, Director Of Broadcast Production: Zeke Bowman (Mullenlowe Boston)
Pr Account Supervisor: Lauren Brennan (Mullenlowe Boston)
Associate Creative Director: Ben Salsky (Mullenlowe Boston)
Jr. Art Director: Alyssa Cavanaugh (Mullenlowe Boston)
Jr. Copywriter: Sai He (Mullenlowe Boston)
Creative Intern: Athanasia Afthimiu (Mullenlowe Boston)
Senior Integrated Producer: Liz Shook (Mullenlowe Boston)
Integrated Producer: Matt Polski (Mullenlowe Boston)
Project Manager: Christina Gratton (Mullenlowe Boston)
Senior Digital Producer: Louise Lloyd Owen (Mullenlowe Boston)
Business Affairs Manager: Amy Keddy (Mullenlowe Boston)
Account Executive: Beba Rivera (Mullenlowe Boston)
Svp, Group Digital Director: Jade Watts (Mullenlowe Boston)
Associate Digital Media Director: Tracy Barahona (Mullenlowe Boston)
Account Supervisor Pr: Brittany Topham (Mullenlowe Boston)
Account Executive: Kelsey Labrot (Mullenlowe Boston)
Director: Joris Debeij (Hey Baby Films)
Executive Producer: Richard Bjorlin (Hey Baby Films)
Producer: Peter Murray (Hey Baby Films)
Dp: Todd Martin (Hey Baby Films)
With a mission to inspire humanity, JetBlue is dedicated to making air travel as pleasant as possible. We tapped into a human truth (and customer pitfall) that is beyond JetBlue’s control, as well as the universe’s: crying babies.When babies cry inflight, it affects everyone onboard; passengers feel annoyed, moms feel anxious. To demonstrate JetBlue’s mission and capture an unfair share of attention, we created JetBlue FlyBabies, an online video that celebrated and supported moms during a challenging situation, flying with their little ones.JetBlue FlyBabies challenged passengers’ perceptions, empathized with moms and created a groundswell of chatter that garnered global attention.
Campaign Description:
In honor of Mother’s Day, JetBlue stood up for moms and their babies. During a cross-country flight, each time a baby cried, all passengers received a 25% discount on future airfare, ultimately landing everyone free roundtrip tickets. For the first time ever, crying babies on a flight was a good thing.Guided by research, including a custom Harris Poll survey, we created the inflight activation that tested those onboard on their ability to cheer for moms traveling with little ones. Filming the entire experience, we developed a compelling online video asset that reinforced JetBlue’s mission to inspire humanity by confronting the negative sentiment around babies flying, challenging passengers’ perceptions while championing moms everywhere.
JetBlue FlyBabies amassed more than 5.5 million video views, 4
000 social shares and
000 earned articles, resulting in an estimated $1.5 million in earned coverage.Proactive media outreach resulted in more than 637 million earned traditional media impressions in top-tier publications, including ABC’s Good Morning America, TODAY Parents, The Daily Mail, CNNMoney, Refinery29, Real Simple and Condé Nast Traveler. The campaign received more than 45,000 Likes on YouTube and proved to resonate with passengers as the campaign trended on Facebook in the days leading up to Mother’s Day.In addition to garnering traditional media coverage, the campaign also increased JetBlue’s brand sentiment, with consideration for JetBlue increasing to 86 percent following the launch of JetBlue FlyBabies. Overall, JetBlue transformed a negative association with babies and flying into a fun, positive campaign while championing moms everywhere.
We strategically planned to launch the JetBlue FlyBabies campaign in the weeks before Mother’s Day to leverage the holiday and generate a conversation that positioned JetBlue as a genuine supporter of moms everywhere, especially at 35,000 feet. To ensure that JetBlue owned this conversation, we planned a tiered release. We first shared the JetBlue FlyBabies video with niche mom bloggers who would relate and were receptive to the campaign. We also developed an influencer network strategy with BlogHer, SheKnows, TotallyHer and Momtastic that included high-impact media units and original content to amplify exposure. Following this initial seeding, we capitalized on the media’s interest in Mother’s Day stories to garner earned coverage. Reaching out to top-tier lifestyle and parenting-focused press, we drove awareness of FlyBabies and JetBlue. Finally, we pushed the content across owned channels to effectively reach our target audience: moms.
On a cross-country flight from New York to Los Angeles, JetBlue announced that in support of moms (not only on the plane, but everywhere), we’d reward everyone on board with 25% off their next flight every time a baby cried. With every cry, there were cheers instead of jeers and applause instead of frustration. Captured on film, over the course of the six-hour flight, four babies cried, resulting in a free flight for everyone onboard.With a compelling asset, we began to release the JetBlue FlyBabies campaign two weeks before Mother’s Day. We crafted a storyline that eased moms’ travel anxieties and showcased strangers supporting crying babies, ultimately generating an authentic story that was relatable and timely. Through proactive media outreach and a paid influencer network, we created a groundswell of buzz and conversation, connecting JetBlue to the public on an emotional level and garnering national attention.
With the goal of demonstrating JetBlue’s mission to inspire humanity and to capture an unfair share of attention, we created JetBlue FlyBabies, an online video that celebrated and supported moms during one of the most challenging situations, flying with their babies. We conducted qualitative and quantitative research to uncover a unifying truth for not just people flying JetBlue, but all fliers. We conducted interviews with parents, asking about the stress of flying with their children. Responses regularly conveyed stories of stress, anxiety and tension from other fliers. A Harris Poll survey commissioned by JetBlue reinforced the negative sentiment surrounding babies traveling, with respondents ranking crying babies as the second most annoying aspect of flying. Armed with this research, we were able to develop a campaign that confronted the negative sentiment around babies flying, challenging passengers’ perceptions while championing moms everywhere, all while capturing our unfair share of attention.