Brief: Spanair wanted to launch a Christmas greeting to all its customers. On Christmas 2010, Spanair used segmentation, personalization and creativity to CREATE AN IMPACT at the right moment. The airline then used social media to turn contents into direct marketing tools in order to generate links on the Internet and pass on Spanair’s positioning based on proximity, client orientation and attention to service details. The passengers of the flight that landed at midnight on that Christmas Eve, couldn’t imagine the experience they were about to live. And probably they wouldn’t be able to forget it either… Creative Execution: The DM strategy for this project is based on 3 components: 1.- SEGMENTATION: Although the action took place in such an unexpected place -the baggage claim area- it was not only about giving a present, it was about the gesture and detail. With that in mind, 12 client types were defined based on sex, age and occupation, family role, etc. 2.- PERSONALIZATION: For each client type (ex: man/young/father) we chose a best-fit present with the passengers’ name on it. 3-. COMMUNICATE WITH A FACT. We used an individual gesture to demonstrate Spanair “cares about the little things that clients care about” and waited for it to be passed around. Describe the creative solution to the brief/objective. On the luggage conveyor belt and before their luggage came out, passengers found some unexpected luggage arriving: a personalized gift with the names of each one of them. The baggage claim area became a spontaneous party. The surprise and the passenger’s reactions were recorded and became a video which was launched in Spanair’s Youtube. Spanair sent this to all other clients as their Christmas greeting. In 48 hours, the video was viewed 100,000 times and, in two weeks, 700,000 times. It was shared more than 8,000 times, blogs and Spanish TV channels Cuatro and Telecinco, BBC, ABC echoed the news. Describe the results in as much detail as possible. • Spontaneous applause from all passengers that received the surprise. • In 48h hours, the video had more than 100,000 viewings, 700,000 in two weeks. • More than 30,000 individual comments and replies were posted on YouTube, Facebook, Twitter etc. A token of the new relation the brand established with clients. • Ranked 6th most viewed viral in Goviral. • Spanair’s Facebook wall received thousands of comments demonstrating it had impacted more than just the passengers but all those who were moved by the campaign.. These reactions mean a first stage on the relationship and dialogue with the brand.
Advertising Agency: Shackleton, Madrid, Spain Executive Creative Director: Enric Nel-lo Creative Director: Pipo Virgos, Paco Badia Art Director: Clara Mercader Copywriter: Santi Garcia Graphic & Event Producer: Marta Lopez General Manager: Sergio Martínez Llunell Brand Manager: Yolanda Agra Account Supervisor: Isabel Cisneros Account Executive: Elena Dominguez Audiovisual Production Manager: Manuela Zamora Audiovisual Producer: Cristina Cortizas General Manager: Rodrigo Miranda Social Media Manager: Coque Pons Brand Manager: Elena Íbañez Social and Public Relations Manager: Eva Leoz Executive Social Account: Cristina Fernandez Communications Manager: Luciana Borgesvia www.ibelieveinadv.com