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JetBlue Airways
Air on the Side of Humanity

RAN IN: United States

CLIENT
JetBlue Airways

AGENCY
MullenLowe U.S. *Lead Agency


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.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Guerrilla, Interactive/Online, OOH, PR, TV

Audience: Other

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Regional

Language: English

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