V Australia airlines: 4320 LA/SYD

January 19, 2010Filed under Media and Transport, Tourism
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Brief: V Australia needed to increase sales on its route between Sydney and Los Angeles, but wanted to avoid price war advertising. Rather than compete for share within the current market, they set out to grow the segment and attract new travelers to the market – people who weren’t already considering travelling to LA. Our challenge: put bums on seats with V Australia’s new “3 Day Deals”. The biggest obstacle was to convince people that LA was actually “do-able” in three days. The perception was that it was too far, too expensive and just too hard.

Creative Execution: The use of Twitter to fuel the campaign tapped into the mindset of the target market in a way no other medium could. It was new, it was immediate, and its freshness translated both to the brand and destination. A purpose built website – 4320la.com – housed the campaign elements and captured results. This was where the tweets fed live, displayed the twit pics, background on the “Twits” themselves, and most importantly, linked to the V Australia homepage and information about the 3 Day Deals. The tweets were also relayed and promoted live each day through the radio station’s drive time segment.

Creative Solution: To put LA within people’s reach, we decided to demonstrate how to experience LA in just three days. We ran a promotion, using print, online and radio to recruit three energetic, enthusiastic Aussies – willing to fly to LA for 72 hours of non-stop action. The catch – share all of it with the rest of the world by twittering every minute of their trip – that’s 4,320 tweets. The desired outcome was to drive people to the website – to not only book a “3 Day deal” but explore the site and what V Australia had to offer.

Results: Over three weeks, the website recorded: • Over 67,000 visitors • Over 55,000 unique visitors • Over 175,000 page views • Time on site: over 3 minutes • Just under 50% click through rate to the “Flight Deals” button on the website. The film of the stunt became a mini documentary for the airline’s inflight entertainment, webisodes, retail TVCs and was taken up by cable Channel V. The take up of the deal was so successful that the offer was extended for an additional month. V Australia was so pleased with the results, 4320Sydney was launched one month later.

Advertising Agency:Droga5, Sydney, Australia
Executive Creative Director:David Nobay
Executive Planning Director:Sudeep Gohil
Copywriter:Ben Akers
Art Director:Ben Smith
Director Digital:Brett Mitchell
Digital Producer:John Mclean
Account Director:Nicolas Kettelhake, Liz Ainslie
Executive Producer:Tom Korsan (Great Guns Usa), Matt Long (Goodoil Films)
Head Of Production:Ellen Devine (Great Guns Usa)
Editor:Craig Wilson (Image Post
Sound Design:Tone Aston (Nylon Studios
Production Producer:Chana Mclallen (Goodoil Films)
Editing:Macca Mclean (Goodoil Films)
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