You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Subscribe here
JetBlue Airways
Air on the Side of Humanity
RAN IN: United States
SUMMARY
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.
