Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
U.S.-to-Mexico Aeromexico ticket sales were suffering as the U.S. political climate fanned the flames of anti-Mexico rhetoric. Based on the insight that Americans’ love of discounts could be greater than their rejection of Mexico, we created the DNA Discounts campaign, offering flight discounts to Americans with Mexican ancestry. Despite zero paid media spend, our shocking, newsworthy video garnered 1.6 billion impressions. More importantly, we increased daily revenue 185.8% after the campaign went viral while promoting our brand’s positioning statement: There are no borders within us.
Agency: Ogilvy Mexico
Go Get Gifted
Outspent 9:1, how do you break through with an audience already skeptical of airlines? With a truth that hits home: This holiday season, your presence is worth more than presents. JetBlue’s “Go Get Gifted” gave people the opportunity to be gift wrapped head-to-toe and delivered home just in time for the holidays. We broke through by earning 596M impressions, shifting non-customer perceptions, driving a +22ppt lift in non-customer “First Choice” airline (highest ever), ultimately driving a +1ppt lift in overall market share and generating incremental revenue.
Brand: JetBlue Airways
Client: JetBlue Airways
Agency: MullenLowe U.S.
Putting the original Virgin back in Virgin Trains
We were challenged to drive revenue and journey growth for Virgin Trains, by setting them apart from the struggling rail category. We realised Virgin Trains had lost touch with what it meant to be a Virgin brand. We created a national campaign that went back to how Virgin originally was, to take Virgin Trains forward. The campaign shook up the transport category, delivering record ROI and contributing to growth in journeys and revenue.
Brand: Virgin Trains West Coast
Client: Virgin Trains West Coast