WHAT'S YOUR STORY by VISUAL JAZZ for Jetstar

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WHAT'S YOUR STORY

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Industry Airlines
Media Promo & PR, Case study
Market Australia
Agency VISUAL JAZZ
Creative Director Kara Jenkins
Art Director Harley Donaldson
Released August 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: JETSTAR
Product/Service: AIRLINE
Creative Director: Kara Jenkins (Visual Jazz)
Art Director: Harley Donaldson (Visual Jazz)
Interactive Designer: Tim Shelley (Visual Jazz)
Interactive Designer: Abby Kelly (Visual Jazz)
Senior Account Manager: Steph Webster (Visual Jazz)
Social Media Strategy: Simon Small (Visual Jazz)
Technical Producer: Phil Aguis (Visual Jazz)
HTML Lead Developer: Dave Sharpe (Visual Jazz)
QA: Namresh Saraiya (Visual Jazz)
Backend Development: (Responsys)
Media placement: Microsite - Visual Jazz - 3/11/2010
Media placement: Facebook Page - Facebook - 3/11/2010
Media placement: Email - Visual Jazz - 3/11/2010
Media placement: Newspaper Wrap - Maxus - 3/11/2010
Media placement: Magazine - Maxus - 3/11/2010

Summary of the Campaign
Challenge:
Travelling with a low-cost carrier increases anxiety and fear affecting the entire travel experience, especially around fear of delays, lost luggage, and over allocated seats.

Solution:
What’s Your Story? was created, a place for travellers to share and discover travel experiences from across the Jetstar network. By celebrating the experiences of happy travellers, Jetstar was immediately part of a positive, assuring conversation.

Results:
While other airlines saw a decline in perceived quality, Jetstar rose to new heights, reducing the gap between itself and the leading quality airline by 33%.

The Situation
Problem
In 2004 Jetstar launched as the second Australian low-cost airline, growing to one of Australasia’s largest with a plane taking off every 4 minutes and carrying over 60 million passengers throughout Asia.
In 2010 growth in Australia began to slow as many Aussies who trialled Jetstar in the early days had a long lasting bad experience, vowing to never fly Jetstar again. After years of improvements, regular Jetstar travellers saw the airline as on par or better than its low-cost rivals. And even on par with the non-low-cost airline known for its super high standards.

The Goal
Insight:
It was identified that travelling with a low-cost carrier increases anxiety & fear affecting the entire travel experience, especially around fear of delays, lost luggage, and over allocated seats.

And while millions of Australians wouldn’t give Jetstar a second chance, millions were regular, happy, and even passionate fans of the Jetstar brand.

To increase market share, Jetstar needed to shift the perception of Jetstar, building trust and reducing anxiety around the quality of the Jetstar experience and to give Jetstar another go.

The Strategy
Goal: To educate consumers about the travel destinations that Jetstar fly to.

Got a travel story that’ll inspire others? Submit your story and if it inspires the Jetstar team you could win a flight, domestic daily, international weekly!

• Submit a story for chance to win daily flights
• One or all – 140 characters, photo or videos
• All house in Facebook, integration into Twitter
• Optimised for SEO
• Hero submissions from talent in TVCs
• Get Jetstar staff to submit stories (highlighted with ‘Jetstar team’)
• Categorisation of stories.
• 1 domestic flight given away per day
• 1 international flight given away per week
• All stories exist on searchable site & Facebook, final integration into Jetstar.com

Execution
Solution:
So to leverage millions of passionate travellers to help relieve anxiety and rebuild trust & trial in Jetstar, What’s Your Story was born.
An online community for travellers to share & discover travel experiences from across the Jetstar network. By celebrating the experiences of happy travellers, Jetstar were immediately part of a positive, assuring conversation. And in return, Jetstar would reward the best stories with return flights to a destination of their choice.
The campaign was kicked off in an email to loyal Jetstar customers driving them to a microsite to post, discover and share inspirational travel stories. Facebook, Twitter, YouTube, Newspapers & Magazines then took the stories of thousands to 6.8 million Australians, in line with a traditional TV brand message "Low fares are just part of the story".

Documented Results
Result:
In just 12 weeks Jetstar received over 10,000 travel stories attracting 85,000 Australians to the campaign website for over 6 mins. But above all, while the category saw a massive 3 to 5 per cent decline in perceived quality Jetstar rose 4 per cent, reducing the gap between itself and the leader in quality by 33 per cent, an outstanding result.