| Title | SAS |
| Brand | SAS |
| Product/Service | SAS |
| Category |
A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit |
|
Entrant
|
BOLD Stockholm, SWEDEN
|
|
Idea Creation
|
BOLD Stockholm, SWEDEN
|
Credits
| Bold |
NoA / Bold |
NoA / Bold |
The Campaign
We identified a completely new target group for SAS (read more under ”strategy") and to succeed in attracting them, the brand needed an upgrade in every sense. We needed to make SAS more premium, aspirational and adapted to our digital age. Building on the core insight that frequent flying is more than transport from A to B, we started to build a compelling platform which served to establish SAS as the preferred airline for frequent travelers. In essence, consolidating SAS as the leading premium airline on the Scandinavian market with a distinct and embracive brand identity by true travelers – for true travelers.
Creative Execution
We let the wordmark free from its box, letting it roam free - just like our travelers. The color palette was updated with several new shades of blue and together with a photographer we created the SAS Sky gradients. A new image style inspired by the true travelers view of the world was implemented, and since our new target group craved a brand as dynamic and vibrant as they are, our typeface, pictograms, graphic elements and layout system was adjusted and updated for all digital media.
After finishing the core elements, we started implementing the new identity on all of the brands touch points. The roll out has to date included everything from advertising templates, packaging design and uniforms, to airplane livery, signage, printed materials such as stationery, menus and magazines and a vast array of digital implementations such as a new site, inflight entertainment and digital booking screens.
Indication of how successful the outcome was in the market
SAS brand value up by 167 million Euros since launch.
Willingness to pay up by 26% since launch.
Main drivers “Community” and “reliable” up by 20% and 15% respectively.
SAS went from negative numbers in 2014 to 140 million Euros profit the year after the new identity was launched.
“Our new visual identity is strong, differentiating from our competitors and above all, it has given proven effects. Our target group now perceives SAS as more premium, engaging and attractive.” - Pi Åhnberg, Director, Global Brand Management
Based on data collected by what drives sales we identified and focused on a new target group, the Scandinavian frequent travelers. Meaning those who travel 5+ times per year. This group represent only 12% of the market, but are responsible for a staggering 70% of the airline’s overall revenue. To increase willingness to pay in this group would be extremely profitable for SAS, and that became one of our main goals. We named our new target group "The True Travelers” and the primary purpose of the new identity was to attract them by creating a brand and community they would like to be a part of.