WAIT TILL IT MELTS by Leo Burnett Jeddah for NASAIR

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WAIT TILL IT MELTS

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Industry Transport, travel & tourism, Airlines
Media Promo & PR
Market Saudi Arabia
Agency Leo Burnett Jeddah
Creative Director Charbel Nasser
Art Director Jonathan Horner, Feras Shoujah
Copywriter Faraz Khan, Charbel Nasser
Released December 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: NASAIR
Product/Service: WINTER SCHEDULES
Agency: TARGETS LEO BURNETT
Date of First Appearance: Dec 15 2010
Entrant Company: TARGETS LEO BURNETT, Riyadh, SAUDI ARABIA
Regional Creative Director: Bechara Mouzannar (Targets Leo Burnett)
Creative Director: Charbel Nasser (Targets Leo Burnett)
Art Director: Jonathan Horner (Targets Leo Burnett)
Art Director: Feras Shoujah (Targets Leo Burnett)
Copywriter: Faraz Khan (Targets Leo Burnett)
Copywriter: Charbel Nasser (Targets Leo Burnett)
Public Relations & Marketing Communication Director: Waleed Al Shaikh (Nasair)
Media placement: Ice Blocks - Travel Agents - 15 December 2010

Describe the objective of the promotion.
In Saudi Arabia it hits over 50 degrees in the summer, and even though the country is known for its unpredictable weather, people hardly feel the true chill in winter.

Nasair is a rapidly expanding airline in Saudi Arabia.

Our task was to launch the winter flight schedule promotion to travel agents and get them talking amongst themselves and with customers.

Describe how the promotion developed from concept to implementation.
With most of the expats and Saudi nationals planning their vacations around winter, the heat was on to get people to fly Nasair.

So we thought of bringing ice to Saudi Arabia.

We placed the winter schedule in blocks of ice and then delivered them to travel agents in Riyadh and Jeddah.

The thought was to encourage them to start talking and drive more sales during winter for nasair.

As the ice melted, the message and schedules were revealed.

Explain why the method of promotion was most relevant to the product or service.
Ice and Saudi Arabia aren’t two things that go together.

The thought was to encourage people to start talking and drive more sales during winter for Nasair.

By couriering blocks of ice with the winter schedules to agents, we created a talking point that centered around the curiosity about what was in the ice.

The medium was especially relevant because Saudi Arabia and melting ice blocks made an intriguing and unexpected combination.

Describe the success of the promotion with both client and consumer including some quantifiable results.
These were placed at major travel agents in Riyadh and Jeddah. All agents contacted responded extremely positively to this act of creativity.

The overall % increase at travel agents in the 2010/11 winter season was up 35% on the year before. The ice blocks played a big part in this increase.