Spanair Print AN UNEXPECTED VISIT by Shackleton Spain

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Industry Airlines
Media Print, Magazine & Newspaper
Market Spain
Agency Shackleton Spain
Director Alauda Ruiz
Art Director Tania Riera
Copywriter Natalia Rodriguez
Released December 2011


Caples Awards 2012
Digital Digital Content Finalist

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SPANAIR
Chief Creative Director: Juan Nonzioli (Shackleton)
General Manager: Monica Martorell (Shackleton)
Brand Manager: Yolanda Agra (Shackleton)
Account Executive: Carla Gorín (Shackleton)
Account Executive: Elena Dominguez (Shackleton)
Art Director: Tania Riera (Shackleton)
Digital Art Director: Tutu Nonzioli (Shackleton)
Copywriter: Natalia Rodriguez (Shackleton)
Digital Production Manager: Isis Boet (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Social Media Manager: Coque Pons (Shackleton)
Social Media Account Executive: Loles Faulkner (Shackleton)
Public Relations Manager: Barbara Berraondo (Shackleton)
Public Relations/Social Media Executive: Cristina Fernandez (Shackleton)
Public Relations/Social Media Executive: Paula Gomez (Shackleton)
Public Relations/Social Media Executive: Tamara Lucas (Shackleton)
Director: Alauda (Garage Films)
Post-Production/Sound: I/Blue (I/Blue)
Media placement: Live Stunt - Spanair Flight JK6474 - Barcelona To La Coruña, Spain - 21 December 2011
Media placement: Internet Video - 1 Shot - Spanair's Youtube Channel - 3 Verisons (Spanish, English, Catalán) - 23 December 2011
Media placement: PR Press Releases - 2 Shots - National & International Media - 23 & 26 December 2011
Media placement: Blog Marketing - National & International Bloggers - 23 Dec 2011 To 10 Jan 2012
Media placement: Social Media - Social Networks - 23 Dec 2011 To 10 Jan 2012

Describe the objective of the promotion.
Every year thousands of people choose flight travel as their means of transportation to go back home for the Christmas holidays.

This year Spanair wanted to wish a Merry Christmas to all the passengers who had chosen their airline so they could continue to feel that Spanair was indeed 'Everyone’s airline'.

Its main objective was to strengthen the company’s image in the areas of innovation and closeness to its passengers and create immediate activation and engagement with the brand.

Describe how the promotion developed from concept to implementation.
On Spanair’s flight JK6474, 173 passengers who were travelling aboard, especially the children, were surprised in midair by Santa Claus. Since Santa is a magical character, no one could actually see him but, by means of the cabin crew, he sent each one of them a totally personalised message and a gift from their Christmas wish list.

The parents’ participation was vital to stage this 'An Unexpected Visit' which was recorded live with a hidden cameras. The video was then uploaded to the Internet and became the airline’s Christmas greeting as well as thousands of other net users’.

Explain why the method of promotion was most relevant to the product or service.
The strength of the promotion resides on:

1. PERSONALISATION: With the parent's help we managed to deliver each child a personalised message and give them a gift they had actually asked Santa for.

2. ELEMENT OF SURPRISE: To maintain the magic of Christmas, the cabin crew's message came as a surprise. Hidden cameras were set in order to capture the spontaneity, coolness and reactions of the passengers.

3. COMMUNICATE WITH FACTS: We used a real event involving real passengers to demonstrate Spanair's brand positioning. The video spread spontaneously because of the interest for its content.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Spanair's 'Unexpected Visit' received more than 1m views in just 1 week.

466% above the objectives. It reached more than 50 countries across the globe.

#unexpectedvisit was the most tweeted video over Christmas.

It was shared in social networks more than 100,000 times in less than 24 hours.

The video notched up over 261 impacts on TV, radio, press, digital press, blogs, social networks, 90% of which were in international media.