Jetblue Promo, Case study YOU ABOVE ALL by Mullen Boston

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Industry Airlines
Media Promo & PR, Case study
Market United States
Agency Mullen Boston
Chief Creative Officer Mark Wenneker
Senior Art Director Brian Leech
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: JETBLUE
Product/Service: AIRLINE
Agency: MULLEN
Date of First Appearance: Oct 15 2010
Entrant Company: MULLEN, Boston, USA
Entry URL:
Vice President/Director of Digital Media: Julie Coulton (Mullen)
Vice President/Associate Media Director: Katie Thompson (Mullen)
Media Supervisor: Marissa Curcuru (Mullen)
Media Planner: Allan Apjohn (Mullen)
Senior Digital Media Planner: Tracy Barahona (Mullen)
Senior Vice President/Group Creative Director: Tim Vaccarino (Mullen)
Senior Vice President/Group Creative Director: Dave Weist (Mullen)
Chief Creative Officer: Mark Wenneker (Mullen)
Senior Art Director: Brian Leech (Mullen)
Media placement: Magazine - Conde Nast Traveler, Bon Appetit, Wired, GQ, And Vogue - 12/1/2010
Media placement: Outdoor - Bulletins, Wallscapes, Monster Media, Transit, Street Furniture And Taxi Tops - 11/1/2010
Media placement: In-Game Advertising - XBox Kinect - 11/4/2010
Media placement: Newspaper - Wall Street Journal, New York Times And USA Today - 10/15/2010
Media placement: Digital Homepage Takeover - YouTube - 10/15/2010
Media placement: Digital Sponsorship - Hulu - 10/15/2010
Media placement: Digital Custom Channel - Broadband Enterprises - 10/15/2010
Media placement: Digital Sponsorship - Vevo - 10/15/2010
Media placement: Digital Homepage Takeover - - 10/15/2010
Media placement: Digital Video Engagement Ads - Facebook - 10/15/2010

Insights, Strategy & the Idea
How do you evolve a beloved brand in a category where the pervading sentiment is disproportionately negative and competitors greatly outspend you? For JetBlue, the answer turned out to be as transparent as the airline itself. First, we simplified our objectives to what we labelled “the three b’s”: brand, buzz and bookings. To succeed against the three b’s, we unearthed an optimal target we labelled “the Human Class.” These are progressive, self-assured flyers 25-54 who love to travel and are looking for an airline that is like them; open, sociable and honest. From this, we drew out the key insight, which became the guiding principle of the communication- put humanity back into air travel. Our approach was not a marketing ploy, but a brand promise, best summarized in the new tagline – ‘You Above All.’

Creative Execution
The migration to “You Above All” was critical, but a modest budget meant no television. Our research found the “Human Class” was advertising averse, but they have a healthy digital video appetite and are upwardly mobile.

Media Solution:

1) Create space across mediums showcasing JetBlue putting humanity back into air travel
2) Put the consumer Above All

The campaign started with high reach newspaper and prominent digital placements driving viewers to our YouTube channel. A distinctive YouTube homepage takeover featured a ‘running of the bulls’ video that stopped mid-way asking users to pay for what is normally free. This stunt worked - viewers rushed to the channel to check-out videos showcasing JetBlue. Ultimately we created our own TV channel “JetBlue TV.”

Magazine inserts and out-of-home reinforced these efforts with messaging aligned with physical placements. One insert allowed the message to spill above the page, directly tying to "you above all."

Results and Effectiveness
Blockbuster results:
• 1M YouTube channel view visits
• YouTube brand engagement - 261% lift
• Unaided brand awareness - 32% lift
• site visits - 91% lift
* 17,500 ticket sales drove over $3.3million in revenue

Awareness and brand attributes:
• Consumers were 32% more likely (unaided) to be aware of JetBlue after viewing digital communication
• Consumers were 300% more likely to recall JetBlue advertising after being exposed to the “You Above All” creative (unaided)
• Online creative increased OOH recall by 100%
• "You Above All" increased JetBlue brand favourability by 120%