Austrian Airlines Promo, Case study HIJACKING THE COMMERCIAL BREAK by DraftFCB Tel Aviv

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HIJACKING THE COMMERCIAL BREAK

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Industry Airlines
Media Promo & PR, Case study
Market Israel
Agency DraftFCB Tel Aviv
Creative Director Ori Ganot
Copywriter Kobi Barki
Strategic Planner Roni Samsonov
Released June 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: AUSTRIAN AIRLINES
Product/Service: BUSINESS FLIGHTS
Agency: DRAFTFCB + SHIMONI FINKELSTEIN BARKI
Date of First Appearance: Jun 14 2010
Entrant Company: DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL
Account Director: Mira Finkelstein (Draftfcb+Shimoni Finkelstein Barki)
Executive Creative Director: Kobi Barki (Draftfcb+Shimoni Finkelstein Barki)
Creative Director: Ori Ganot (Draftfcb+Shimoni Finkelstein Barki)
Copywriter: Kobi Barki, Roni Samsonov (Draftfcb+Shimoni Finkelstein Barki)
Agency Producer: Eti Naaman (Draftfcb+Shimoni Finkelstein Barki)
Media Manager: Sarit Hadad (Draftfcb+Shimoni Finkelstein Barki)
Strategic Planner: Roni Samsonov (Draftfcb+Shimoni Finkelstein Barki)
Media placement: Radio Campaign - Tel Aviv Radio - 102 FM - 13 June 2010

Insights, Strategy & the Idea
Brief:
Remind business people (frequent travellers, known for their impatience and short temper) that Austrian Airlines offer the shortest flight connections of all European airports.

Insight:
With typical commercial breaks lasting for what seems like forever, waiting for a program to carry on can be tiring.
Just like waiting for a flight connection.

Strategy:
Provide listeners with an exact replica of the service they could expect from Austrian Airlines- directly on the radio.

Idea:
Hijack the commercial break on the morning radio.

Creative Execution
Partnering with one of the country’s leading morning talk show hosts, we agreed with him, he would announce the commercial break, but it would never come on.

Instead, he’d come back on air after a second and let listeners experience the benefits of short connections, first hand, on the radio.
“That’s it!”
“We’re back”
“This commercial break was sponsored by Austrian Airlines with the shortest connections in Europe’.

Results and Effectiveness
Hijacking the commercial break paid off.
Part of an integrated campaign, business class bookings grew by 50%.