| Title | CABIN COMFORT |
| Brand | AIRBUS |
| Product/Service | AVIATION |
| Category |
C01. INTEGRATED MEDIA CAMPAIGN |
|
Advertising Agency
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
Media Agency
|
PHD London, UNITED KINGDOM
|
|
Entrant Company
|
PHD London, UNITED KINGDOM
|
Credits
| Adam Nunn |
PHD International |
Business Director |
| George Bethell |
PHD International |
Media Manager |
| Ronnen Shulman |
PHD International |
Media Manager |
Results and Effectiveness
Putting Frequent Flyers first gave rise to a new target audience – 15 million unique users were reached through the paid digital campaign – supported by over 68 million organic impressions and 6.6 million paid impressions on social media
Making Airline CEOs take note - the impact of the campaign was such that journalists raised the subject of Cabin Comfort at air show press conferences
Creating Airbus Cabin Comfort ambassadors – by focusing on a real issue for Frequent Flyers, we have changed the way that passengers choose an airline, which has influenced how Airline Execs choose an aircraft
Creative Execution
Right Place, Right Time – using the Dubai air show as the launchpad for the new creative messaging, we drove frequent flyers to engage with Airbus on a central hub that delivered credible, engaging and informative content about 'Cabin Comfort' importance
Dominating the Decision Makers day - from day one of the air show, the aviation world was flooded with Airbus messaging – from billboards at the show to digital and print in key trade and news and business environments.
An Airbus first – Programmatic buying technology changed the way that large scale audiences are targeted and purchased, but B2B clients have been slow to take advantage. Using the efficiencies these platforms offered, we targeted our audience across key environments incl. presence on the Weather Channel, sponsorship of the highly influential Seat Guru site as well as contextual placement across travel platforms and other key news and business channels.
Insights, Strategy and the Idea
Travel has become more accountable – the internet continues to disrupt the travel industry – it’s now possible to rate everything from meals, to hotels to the seat you sit in on a flight
Frequent flyers don’t sit in flat bed seats – they may not be decision makers when it comes to purchasing aircraft but they are increasingly influential in the process
Every inch matters – An Airbus aircraft is wider than it's competitors, which means that their seats are wider and more comfortable – making life more comfortable for long haul flyers
Our strategic approach of ‘Passengers don’t fly by numbers’ allowed us to move away from the technological focus that the category usually communicates with and focus more on emotion through the Cabin Comfort messaging – focusing on the benefits that an Airbus aircraft offered its end users – creating influential brand ambassadors out of Frequent Flyers