本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
布拉航空公司
案例简介：活动描述 品牌娱乐在美国盛行，除了联邦贸易委员会的披露准则之外，几乎没有什么监管。在互联网上，在电影中，以及几乎所有地方，品牌都在不断寻找新的方式将自己融入对话。但在航空业，品牌内容似乎仅限于安全视频。尽管这些可能非常有趣，但似乎美国的每一家航空公司都加入了安全视频潮流。我们知道除此之外还有机会讲述维珍美国的故事。 有效性 在 2014 年，太多的人乘坐自动驾驶飞机 -- 被困在无聊的传统航母和他们吸灵魂的旧飞机上。Virgin America 想叫醒大家，提醒大家飞行仍然是鼓舞人心的、现代的和有趣的。这场运动需要揭示那些普通航空公司和维珍美国航空公司提供的独特体验之间的真正区别。所以我们创建了一个假航空公司，恰当地命名为 BLAH，来体现通用航空公司的所有问题。我们发起了这场运动，从起飞到着陆，在机上进行了 5 小时 45 分钟的越野飞行活动。它抓住了大多数航空公司飞行如此痛苦的所有原因，比如有限的食物选择、糟糕的机上娱乐和恼人的乘务员。这部电影作为有史以来最长的预卷视频出现在 YouTube 上，并让观众退出 BLAH 去维珍美国。在整个电影中，我们播种了与 BLAH 联系的方法，并像任何普通航空公司一样让他们在网上生活。因此，越有观众想深入布拉的兔子洞，他们就会看到越多。BLAH 有自己的网站，“实时” 聊天，电话号码，社交媒体的存在，甚至传真号码。我们让他们都完全发挥作用，所以观众可以发现许多新的方式来与我们互动和玩游戏。当然，我们让这种无聊的经历变得糟糕，提醒人们不要选择无聊的航空公司，而是尝试维珍美国航空。 实施 BLAH 获得了一些邪教追随者。人们吹嘘看了整个 5 小时 45 分钟的电影，观众包括了他们最喜欢的场景的时间码。一个人发布了自己一次观看整部电影的视频。另一个粉丝录制了 20 分钟的对话。在社交媒体上，追随者要求一切等等，从花生到餐巾。我们从我们的飞行杂志《空气垃圾》给他们中的一些人邮寄了 BLAH 材料。真正的空姐给我们发了照片给我们，一个旅行者拿走了我们送他的 BLAH Airlines 毯子，登上了一家普通航空公司。 结果 与预告片一起，这部电影获得了 100万多次观看，没有付费媒体。我们和工作室电影一起被审查，并与沃霍尔、布努埃尔、林奇和达利进行了比较。这场运动在哥伦比亚广播公司、全国广播公司、美国广播公司和福克斯等新闻媒体上引人注目，产生了 1.38亿的媒体印象。这场运动导致维珍美国对话增加了 621%。尽管人们的注意力持续时间很短，但我们电影的平均观看时间超过了五分钟。由于受欢迎的需求，维珍美国航空公司将在 2015年6月将全长布拉赫航空公司的电影加入其机上娱乐节目。所以乘坐维珍从纽瓦克到旧金山的人可以实时观看从纽瓦克到旧金山的航班 相关性 当谈到维珍美国航空公司与其他航空公司的不同时，我们知道我们需要的不仅仅是一场便利活动。我们想讲一个简单的故事: 世界上有太多的人 -- 有趣的、有创造力的人 -- 仍然在无聊的普通航空公司飞行。所以我们试图捕捉糟糕飞行的灵魂。把镜子放在旅行者面前，这样说 “你不是这样的。那么你为什么还这样飞行呢？“为了捕捉被困在糟糕飞行中的感觉，我们想让人们感到被困。我们没有制作 30 秒的广告，而是制作了一部像真正的飞行一样长的作品。布拉赫航空公司 101 航班变成了一部 5 小时 45 分钟的电影，捕捉了一艘普通航空公司从纽瓦克飞往旧金山的越野航班的严酷现实。 执行 我们创建了一个假航空公司，名为布拉航空公司，以体现通用航空公司的一切问题。我们发射了它，从起飞到着陆，在机上进行了 5 小时 45 分钟的越野飞行。它抓住了大多数航空公司飞行如此痛苦的所有原因。这部电影作为有史以来最长的预卷视频出现在 YouTube 上，并让观众退出 BLAH 去维珍美国网站。在整个电影中，我们播种了与 BLAH 在线联系的方法，并让他们变得栩栩如生。所以深入挖掘的观众可以通过各种渠道与 BLAH 互动。 结果 连同它的预告片，我们的网络电影获得了 100万多次观看，没有付费媒体。我们沿着工作室电影和 comp 进行了回顾与沃霍尔、布努埃尔、林奇和达利相比。这场运动在哥伦比亚广播公司、全国广播公司、美国广播公司和福克斯等新闻媒体上引人注目，产生了 1.38亿的媒体印象。这场运动导致维珍美国对话增加了 621%。尽管人们的注意力持续时间很短，但我们电影的平均观看时间超过了五分钟。 战略 维珍来找我们，说他们想瞄准商务旅行者。他们通常只预订几周，我们需要让他们尝试维珍美国。当我们调查人口统计时，我们注意到他们很像我们: 他们有创造力，有企业家精神，不符合现状。但出于某种原因，他们乘坐的是无聊的普通航空公司，并没有反映出他们是谁。所以这在很大程度上是一场转换运动: 我们如何吸引那些看起来像我们的人，那些与我们结盟的人, 我们如何在他们面前放一面镜子，给他们看，“醒来。你上错了航空公司。你需要登上维珍美国航空。"
布拉航空公司
案例简介：Campaign Description Branded entertainment is prevalent throughout the United States, with little regulation beyond FTC disclosure guidelines. On the Internet, in films, and pretty much everywhere, brands are constantly finding new ways to integrate themselves into conversations. But in the airline industry, branded content seems to be limited to safety videos. Though these can be incredibly entertaining, it seems like every airline in the U.S. has jumped on the safety video bandwagon. We knew there were opportunities beyond that to tell the Virgin America story. Effectiveness In 2014, too many people were flying on autopilot — stuck traveling on boring legacy carriers and their old, soul-sucking planes. Virgin America wanted to give a wakeup call, reminding everyone that flying can still be inspiring, modern, and fun. The campaign needed to shine a light on the real difference between those generic airlines and the unique experience offered by Virgin America.So we created a fake airline, aptly named BLAH, to embody everything that’s wrong with generic carriers. We launched the campaign with a 5-hour and 45-minute recreation of a cross-country flight onboard BLAH, from takeoff to landing. It captured all the reasons why flying most airlines can be so painful, like limited food options, bad inflight entertainment, and annoying flight attendants. The film lived on YouTube as the longest pre-roll video ever and let viewers exit BLAH to go to Virgin America. Throughout the film, we seeded ways to be in touch with BLAH and brought them to life online the way any generic airline would. So the further any viewer wanted to go down the rabbit hole of BLAH, the more they’d see. BLAH had its own website, “live” chat, phone number, social media presence, and even a fax number. We made them all fully functioning, so viewers could discover many new ways to interact with BLAH and play the game with us. Of course, we made the BLAH experiences comically bad, to remind people to stop choosing boring airlines and try Virgin America instead. Implementation BLAH gained somewhat of a cult following. People bragged about watching the entire 5hour and 45minute film, and viewers included time codes of their favorite scenes. One guy posted a video of himself watching the whole film in one sitting. Another fan transcribed 20 minutes of dialogue. On social media, followers asked for everything BLAH, from peanuts to napkins. And we mailed BLAH material from our inflight magazine, Air Junk, to some of them. Real flight attendants sent us photos for our BLAH Instagram, and one traveler took the BLAH Airlines blanket we sent him onboard a generic airline. Outcome Together with its trailer, the film garnered over one million views—with no paid media. We were reviewed alongside studio films and compared to Warhol, Buñuel, Lynch, and Dalí. The campaign was spotlighted across news outlets such as CBS, NBC, ABC, and FOX, generating 138 million earned media impressions. The campaign resulted in a 621% increase in Virgin America conversations. And despite people’s short attention spans, the average viewing time for our film was over five minutes. Due to popular demand, Virgin America will be adding the full-length Blah Airlines film to its inflight entertainment program in June 2015. So people traveling on Virgin from Newark to San Francisco will be able to watch the BLAH flight from Newark to San Francisco in real-time Relevancy When talking about how Virgin America is different from other airlines, we knew we needed more than an amenities campaign. We wanted to tell a simple story: that too many people in the world—interesting, creative people—are still flying on boring, generic airlines. So we sought out to capture the soullessness of a bad flight. To put a mirror in front of travelers so as to say “You’re not like this. So why are you still flying like this?” To capture the feeling of being trapped on a bad flight, we wanted to make people feel stuck. Rather than make a 30-second commercial, we created a piece as long as a real flight. BLAH Airlines Flight 101 became a 5hour and 45-minute film capturing the harsh reality of a cross-country flight from Newark to San Francisco onboard a generic carrier. Execution We created a fake airline, named BLAH Airlines, to embody everything that’s wrong with generic carriers. We launched it with a 5hour and 45minute recreation of a cross-country flight onboard BLAH, from takeoff to landing. It captured all the reasons why flying most airlines is so painful. The film lived on YouTube as the longest pre-roll video ever and let viewers exit BLAH to go to the Virgin America website. Throughout the film, we seeded ways to be in touch with BLAH online and brought them to life. So viewers who dug deeper could interact with BLAH through various channels. Outcome Together with its trailer, our web film garnered over one million views—with no paid media. We were reviewed along studio films and compared to Warhol, Buñuel, Lynch, and Dalí. The campaign was spotlighted across news outlets such as CBS, NBC, ABC, and FOX, generating 138 million earned media impressions. The campaign resulted in a 621% increase in Virgin America conversations. And despite people’s short attention spans, the average viewing time for our film was over five minutes. Strategy Virgin came to us and said they wanted to target business travelers. They typically book just a few weeks out, and we needed to get them to try Virgin America. When we looked into the demographic, we noticed that they’re a lot like us: They’re creative, entrepreneurial, and don’t align with the status quo. But for some reason, they’re flying boring, generic airlines that aren’t reflective of who they are. So this was very much a switcher campaign: How do we entice those people who looklike us, who are aligned with us, and how do we put a mirror in front of their face and show them, “Wake up. You’re on the wrong airline. You need to get on Virgin America.”
Blah Airlines
案例简介：活动描述 品牌娱乐在美国盛行，除了联邦贸易委员会的披露准则之外，几乎没有什么监管。在互联网上，在电影中，以及几乎所有地方，品牌都在不断寻找新的方式将自己融入对话。但在航空业，品牌内容似乎仅限于安全视频。尽管这些可能非常有趣，但似乎美国的每一家航空公司都加入了安全视频潮流。我们知道除此之外还有机会讲述维珍美国的故事。 有效性 在 2014 年，太多的人乘坐自动驾驶飞机 -- 被困在无聊的传统航母和他们吸灵魂的旧飞机上。Virgin America 想叫醒大家，提醒大家飞行仍然是鼓舞人心的、现代的和有趣的。这场运动需要揭示那些普通航空公司和维珍美国航空公司提供的独特体验之间的真正区别。所以我们创建了一个假航空公司，恰当地命名为 BLAH，来体现通用航空公司的所有问题。我们发起了这场运动，从起飞到着陆，在机上进行了 5 小时 45 分钟的越野飞行活动。它抓住了大多数航空公司飞行如此痛苦的所有原因，比如有限的食物选择、糟糕的机上娱乐和恼人的乘务员。这部电影作为有史以来最长的预卷视频出现在 YouTube 上，并让观众退出 BLAH 去维珍美国。在整个电影中，我们播种了与 BLAH 联系的方法，并像任何普通航空公司一样让他们在网上生活。因此，越有观众想深入布拉的兔子洞，他们就会看到越多。BLAH 有自己的网站，“实时” 聊天，电话号码，社交媒体的存在，甚至传真号码。我们让他们都完全发挥作用，所以观众可以发现许多新的方式来与我们互动和玩游戏。当然，我们让这种无聊的经历变得糟糕，提醒人们不要选择无聊的航空公司，而是尝试维珍美国航空。 实施 BLAH 获得了一些邪教追随者。人们吹嘘看了整个 5 小时 45 分钟的电影，观众包括了他们最喜欢的场景的时间码。一个人发布了自己一次观看整部电影的视频。另一个粉丝录制了 20 分钟的对话。在社交媒体上，追随者要求一切等等，从花生到餐巾。我们从我们的飞行杂志《空气垃圾》给他们中的一些人邮寄了 BLAH 材料。真正的空姐给我们发了照片给我们，一个旅行者拿走了我们送他的 BLAH Airlines 毯子，登上了一家普通航空公司。 结果 与预告片一起，这部电影获得了 100万多次观看，没有付费媒体。我们和工作室电影一起被审查，并与沃霍尔、布努埃尔、林奇和达利进行了比较。这场运动在哥伦比亚广播公司、全国广播公司、美国广播公司和福克斯等新闻媒体上引人注目，产生了 1.38亿的媒体印象。这场运动导致维珍美国对话增加了 621%。尽管人们的注意力持续时间很短，但我们电影的平均观看时间超过了五分钟。由于受欢迎的需求，维珍美国航空公司将在 2015年6月将全长布拉赫航空公司的电影加入其机上娱乐节目。所以乘坐维珍从纽瓦克到旧金山的人可以实时观看从纽瓦克到旧金山的航班 相关性 当谈到维珍美国航空公司与其他航空公司的不同时，我们知道我们需要的不仅仅是一场便利活动。我们想讲一个简单的故事: 世界上有太多的人 -- 有趣的、有创造力的人 -- 仍然在无聊的普通航空公司飞行。所以我们试图捕捉糟糕飞行的灵魂。把镜子放在旅行者面前，这样说 “你不是这样的。那么你为什么还这样飞行呢？“为了捕捉被困在糟糕飞行中的感觉，我们想让人们感到被困。我们没有制作 30 秒的广告，而是制作了一部像真正的飞行一样长的作品。布拉赫航空公司 101 航班变成了一部 5 小时 45 分钟的电影，捕捉了一艘普通航空公司从纽瓦克飞往旧金山的越野航班的严酷现实。 执行 我们创建了一个假航空公司，名为布拉航空公司，以体现通用航空公司的一切问题。我们发射了它，从起飞到着陆，在机上进行了 5 小时 45 分钟的越野飞行。它抓住了大多数航空公司飞行如此痛苦的所有原因。这部电影作为有史以来最长的预卷视频出现在 YouTube 上，并让观众退出 BLAH 去维珍美国网站。在整个电影中，我们播种了与 BLAH 在线联系的方法，并让他们变得栩栩如生。所以深入挖掘的观众可以通过各种渠道与 BLAH 互动。 结果 连同它的预告片，我们的网络电影获得了 100万多次观看，没有付费媒体。我们沿着工作室电影和 comp 进行了回顾与沃霍尔、布努埃尔、林奇和达利相比。这场运动在哥伦比亚广播公司、全国广播公司、美国广播公司和福克斯等新闻媒体上引人注目，产生了 1.38亿的媒体印象。这场运动导致维珍美国对话增加了 621%。尽管人们的注意力持续时间很短，但我们电影的平均观看时间超过了五分钟。 战略 维珍来找我们，说他们想瞄准商务旅行者。他们通常只预订几周，我们需要让他们尝试维珍美国。当我们调查人口统计时，我们注意到他们很像我们: 他们有创造力，有企业家精神，不符合现状。但出于某种原因，他们乘坐的是无聊的普通航空公司，并没有反映出他们是谁。所以这在很大程度上是一场转换运动: 我们如何吸引那些看起来像我们的人，那些与我们结盟的人, 我们如何在他们面前放一面镜子，给他们看，“醒来。你上错了航空公司。你需要登上维珍美国航空。"
Blah Airlines
案例简介：Campaign Description Branded entertainment is prevalent throughout the United States, with little regulation beyond FTC disclosure guidelines. On the Internet, in films, and pretty much everywhere, brands are constantly finding new ways to integrate themselves into conversations. But in the airline industry, branded content seems to be limited to safety videos. Though these can be incredibly entertaining, it seems like every airline in the U.S. has jumped on the safety video bandwagon. We knew there were opportunities beyond that to tell the Virgin America story. Effectiveness In 2014, too many people were flying on autopilot — stuck traveling on boring legacy carriers and their old, soul-sucking planes. Virgin America wanted to give a wakeup call, reminding everyone that flying can still be inspiring, modern, and fun. The campaign needed to shine a light on the real difference between those generic airlines and the unique experience offered by Virgin America.So we created a fake airline, aptly named BLAH, to embody everything that’s wrong with generic carriers. We launched the campaign with a 5-hour and 45-minute recreation of a cross-country flight onboard BLAH, from takeoff to landing. It captured all the reasons why flying most airlines can be so painful, like limited food options, bad inflight entertainment, and annoying flight attendants. The film lived on YouTube as the longest pre-roll video ever and let viewers exit BLAH to go to Virgin America. Throughout the film, we seeded ways to be in touch with BLAH and brought them to life online the way any generic airline would. So the further any viewer wanted to go down the rabbit hole of BLAH, the more they’d see. BLAH had its own website, “live” chat, phone number, social media presence, and even a fax number. We made them all fully functioning, so viewers could discover many new ways to interact with BLAH and play the game with us. Of course, we made the BLAH experiences comically bad, to remind people to stop choosing boring airlines and try Virgin America instead. Implementation BLAH gained somewhat of a cult following. People bragged about watching the entire 5hour and 45minute film, and viewers included time codes of their favorite scenes. One guy posted a video of himself watching the whole film in one sitting. Another fan transcribed 20 minutes of dialogue. On social media, followers asked for everything BLAH, from peanuts to napkins. And we mailed BLAH material from our inflight magazine, Air Junk, to some of them. Real flight attendants sent us photos for our BLAH Instagram, and one traveler took the BLAH Airlines blanket we sent him onboard a generic airline. Outcome Together with its trailer, the film garnered over one million views—with no paid media. We were reviewed alongside studio films and compared to Warhol, Buñuel, Lynch, and Dalí. The campaign was spotlighted across news outlets such as CBS, NBC, ABC, and FOX, generating 138 million earned media impressions. The campaign resulted in a 621% increase in Virgin America conversations. And despite people’s short attention spans, the average viewing time for our film was over five minutes. Due to popular demand, Virgin America will be adding the full-length Blah Airlines film to its inflight entertainment program in June 2015. So people traveling on Virgin from Newark to San Francisco will be able to watch the BLAH flight from Newark to San Francisco in real-time Relevancy When talking about how Virgin America is different from other airlines, we knew we needed more than an amenities campaign. We wanted to tell a simple story: that too many people in the world—interesting, creative people—are still flying on boring, generic airlines. So we sought out to capture the soullessness of a bad flight. To put a mirror in front of travelers so as to say “You’re not like this. So why are you still flying like this?” To capture the feeling of being trapped on a bad flight, we wanted to make people feel stuck. Rather than make a 30-second commercial, we created a piece as long as a real flight. BLAH Airlines Flight 101 became a 5hour and 45-minute film capturing the harsh reality of a cross-country flight from Newark to San Francisco onboard a generic carrier. Execution We created a fake airline, named BLAH Airlines, to embody everything that’s wrong with generic carriers. We launched it with a 5hour and 45minute recreation of a cross-country flight onboard BLAH, from takeoff to landing. It captured all the reasons why flying most airlines is so painful. The film lived on YouTube as the longest pre-roll video ever and let viewers exit BLAH to go to the Virgin America website. Throughout the film, we seeded ways to be in touch with BLAH online and brought them to life. So viewers who dug deeper could interact with BLAH through various channels. Outcome Together with its trailer, our web film garnered over one million views—with no paid media. We were reviewed along studio films and compared to Warhol, Buñuel, Lynch, and Dalí. The campaign was spotlighted across news outlets such as CBS, NBC, ABC, and FOX, generating 138 million earned media impressions. The campaign resulted in a 621% increase in Virgin America conversations. And despite people’s short attention spans, the average viewing time for our film was over five minutes. Strategy Virgin came to us and said they wanted to target business travelers. They typically book just a few weeks out, and we needed to get them to try Virgin America. When we looked into the demographic, we noticed that they’re a lot like us: They’re creative, entrepreneurial, and don’t align with the status quo. But for some reason, they’re flying boring, generic airlines that aren’t reflective of who they are. So this was very much a switcher campaign: How do we entice those people who looklike us, who are aligned with us, and how do we put a mirror in front of their face and show them, “Wake up. You’re on the wrong airline. You need to get on Virgin America.”
布拉航空公司
暂无简介
Blah Airlines
暂无简介
基本信息
- 广告战役： #维珍-推广与活动-93b2#
- 广告品牌： 维珍
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
