Title	CATCH-A-PLANE
Brand	S7 AIRLINES
Product/Service	S7 AIRLINES
Category	A08. USE OF MOBILE DEVICES IN A MEDIA CAMPAIGN
Entrant Company	LEO BURNETT MOSCOW, RUSSIA
Advertising Agency	LEO BURNETT MOSCOW, RUSSIA
Production Company	UNREAL MOJO Saint Petersburg, RUSSIA

Name	Company	Position
Grisha Sorokin	Leo Burnett Moscow	Creative Director
Grisha Sorokin	Leo Burnett Moscow	Art Director
Mikhail Derkach	Leo Burnett Moscow	Art Director
Ekaterina Gavricheva	Leo Burnett Moscow	Account Director

Results and Effectiveness

- Due to the campaign, people realized just how huge S7's network is, and they learned about their various routes and low prices - With more than 40 000 instalments within one month, the application set new records for branded apps in Russia - The app has reached #1 in Russian AppStore, Travel category - People were sharing S7's prices and destinations every 30 seconds - S7 Airlines received 27 000 new frequent flyer subscriptions during the first two weeks.

Creative Execution

Thanks to the combination of GPS technology and flight timetable, the app keeps track of all S7 and Oneworld alliance plane locations relative to the user. Whenever plane flies over the mile collector's head, he or she gets free miles (we 'loaded' 5 million bonus miles onboard all planes). The more miles you 'catch', the more miles you get for your further trips.

Insights, Strategy and the Idea

Our task is increase number of frequent flyer program and inform about S7 Airlines and Oneworld alliance destinations. We launched the branded iPhone application — Catch-a-plane — and managed to run the biggest promotion ever. Every smartphone user all over the world maycatch free miles when S7, BA, Cathay Pacific, Quatar or any other One World plane passes by. The only thing you need to do is to keep the app in a background mode, like email or alarm clock apps.