Title	UTAIR DREAM DESTINATION EXPERIMENT
Brand	UTAIR AIRLINES
Product/Service	UTAIR AIRLINES
Category	A01. Data-enhanced Creativity
Entrant	FRIENDS Moscow, RUSSIA
Idea Creation	FRIENDS Moscow, RUSSIA

Name	Company	Position
Alina Scherbinina	Utair airlines	Vice President of Marketing Utair airlines
Maxim Shmakov	Utair airlines	Head of Communications Department, Marketing Department Utair airlines
Mikhail Grigorovich	Friends Moscow	Creative director
Albert Urchukov	Friends Moscow	Senior Copywriter
Ksenia Ferapontova	Friends Moscow	Account Director
Daria Mansurova	Friends Moscow	Senior account managers
Evgenia Egorova	Friends Moscow	Senior account managers
Maxim Korostelev	Friends Moscow	Head of Production Department
Dmitry Saveliev	Friends Moscow	Head of the Strategic Department
Ekaterina Kovaleva	Friends Moscow	Producer
Victor Gorbachev	Stereotactic production	Director
Alexander Medvedko	Stereotactic production	Producer
Alexander Khudokon	Stereotactic production	DOP
Mikhail Khursevich	Stereotactic production	DOP

Why is this work relevant for Creative Data?

We dug deeper into the available qualitative and quantitative data, and unearthed the following fact: more than 70% of those flying out of Moscow with Utair have regional passport codes (i.e. they were born and raised in other Russian cities before moving to Moscow). The same thing was true for all other large regional centers. Moving with the flow of urbanization, these people (the majority of airlines’ audience) left their hometown in pursuit of better life

Background

Important: Russia is incredibly huge. Thousands of kilometers may separate a son who moved to Moscow from his mother living in Siberia. After that, we established that people who’d moved to Moscow from the Russian ‘regions’ often avoid visiting their childhood towns, while regularly vacationing abroad. After moving to the affluent Moscow, people start feeling ashamed of their modest provincial origins. And that was a good starting point. S7 & Aeroflot, the key players in the market, reinforce the category’s perception of exclusivity. Their aim is to win over the small but wealthy segment of people flying abroad. Hence, their communication looks accordingly — touting dream destinations, remotest corners of the planet, and the best sights and cuisines from all over the world.

Describe the idea/data solution

Traditional thinking says that in order to experience genuine emotions, you have to go to “places where no one expected you”: foreign countries and unexplored lands. In fact, the complete opposite is true: nothing holds such a firm and stable emotional hold over us as places and people from our childhood. We wanted to confirm this as something more than an empty statement, but as a scientific fact.

Describe the data driven strategy

Utair data shows: more than 70% of those flying out of Moscow have regional passport codes (i.e. they were born and raised in other Russian cities before moving to Moscow). We established that these people often avoid visiting their childhood towns, while regularly vacationing abroad. Influenced by scenic foreign sights on Instagram and inspiring ads praising exotic locales, people feel obliged to partake in the spectacle. Moreover, after moving to the affluent Moscow, people start feeling ashamed of their modest provincial origins. Flying to a small Russian city for a vacation is unglamorous, and is often scoffed at by friends and colleagues. Many people simply become jaded by the big city and lose contact with their loved ones.

Describe the creative use of data, or how the data enhanced the creative output

The aim of the video is to help those people overcome the reluctance to spend a vacation in their hometown, remove the stigma of such a trip, and show that going where you belong can be no less emotional than a tropical trip.

List the data driven results

Campaign still on air