Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
Air on the Side of Humanity
In a category where choice is defined by rational factors, how could we get people to fly JetBlue when it was less convenient, more expensive, and not as competitively differentiated as it had once been? With 8% the industry ad spend, the Air on the Side of Humanity campaign punctured the indifference of marginalized flyers and gave them a reason to fly JetBlue, leading to 8% increases in booking and ticket revenue, outpacing the category and achieved without discounting.
Brand: JetBlue Airways
Client: JetBlue Airways
Agency: MullenLowe U.S.