WIN BOEING 717 by Virta Mediacommunity for Blue1 Airlines

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WIN BOEING 717

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Industry Airlines
Media Promo & PR, Case study
Market Finland
Agency Virta Mediacommunity
Released October 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: BLUE1
Product/Service: AIRLINE
Date of First Appearance: Oct 11 2010
Entrant Company: VIRTA MEDIACOMMUNITY, Helsinki, FINLAND
Chief Executive Officer: Mika Häyrinen (Virta Mediacommunity)
Account Director: Janne Rantanen (Virta Mediacommunity)
Head of Digital: Christopher Fernandez (Virta Mediacommunity)
Media placement: Online - Site Takeovers / Panorama, E.g Kauppalehti.fi, Taloussanomat.fi, Talouselämä.fi, - 11.10.2010
Media placement: Print - E.g. Kauppalehti Front Page - 12.10.2010
Media placement: Seeding Platform - Viral Campaign Platform - 11.10.2010
Media placement: Outdoor / Airport - Airport Security Check Boxes, Business Traveller, Gateway Posters - 18.10.2010
Media placement: Own Medias - Email Direct To Own Database - 11.10.2010
Media placement: Facebook - Facebook Blue1 fanpage, social ads - 11.10.2010

Insights, Strategy & the Idea

Blue1 operates as ‘#2 airline’ in Finland competing against national institution, Finnair. Regardless of its success Blue1 has not been considered as strong carrier for business travellers (frequent b2b travellers). However, Blue1 has a great product called PREMIUM, which offers all the business class services at half price.
Our challenge was:
How to boost Blue1 PREMIUM travel in a steep recession and economical turbulence? How to engage our target group with our b2b PREMIUM campaign in order to:
a) Create interest & activate companies
b) Drive perception as B2B service provider
c) Increase PREMIUM sales

Insight: with a big enough idea, the message will spread, and we will maximize earned media and viral spread. The recession will boost the effect.

Creative Execution
Creative strategic solution was build around the Blue1 Philosophy of Empowerment. (‘We are not in the airline industry – we are in the empowerment business’)
We offered Finnish companies an opportunity to win a private Boeing-717 = Campaign idea. Win a Boeing 717. The more colleagues people invited, the better the chances of winning were.

Activation worked as the kick off and bulldozer for our campaign and the message was seeded through multiple mechanisms (digital) to create hype and immediate interest in target group.

Offline/online media following was more about product and service benefits. Campaign site was optimized for shareability. Objective was to get people to invite their colleagues to participate and share the message. Also part of the visibility was placed as close as possible to the actual product experience of travelling for business – Helsinki/Vantaa Airport.

Results and Effectiveness
Results:

Over 3000 Finnish companies participated, 70% of participants invited two or more of their colleagues.

Sales index: +350-1194
Recommendation: + 32%
Consideration: + 12 %