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The Blackout Bus

基本信息
行业: 旅游与运输
媒体:推广与活动
投放:比利时
风格: Minimalism
说明cnen
Synopsis
Last year, Brussels Airlines, Belgium’s national carrier, launched its new tagline: ‘we go the extra smile’. May 27th 2015 was the perfect day to give that philosophy wings. That very morning, the Belgian airspace completely closed due to an electrical failure. 109 flights got cancelled and 12.000 frustrated passengers were stranded.
Relevancy
This case demonstrates how real-time intervention and quick, off the mark response via social media can portray Brussels airlines in a positive daylight, even when the entire airport was negatively portrayed by the press because of an electrical failure which left 12.000 passengers stranded.
Campaign Description
Travelling is very emotional and when something goes wrong, consumers nowadays immediately use social media to share those frustrations. So Brussels Airlines decided to put its new tagline 'we go the extra smile' into practice, and turn those dislikes and angry faces into likes and smiles.Therefore Brussels Airlines launched, only one hour after the blackout, The BlackOut Bus: a bus service to treat stranded passengers to a sightseeing tour around Brussels.
Execution
We reacted very quickly. Only one hour after the blackout, Brussels Airlines launched the BlackOut Bus via its Twitter and Facebook page: a bus service to treat stranded passengers to a sightseeing tour around Brussels. Wasted time became fun time.
Strategy
Our primary target group were the 12,000 stranded passengers at the Brussels Airport on 27/5, which completely shut down due to an electrical failure. We wanted to turn their frustration into an "extra smile" by giving them the possibility to visit Brussels, the home base of Brussels Airlines. Our secondary target were all other airline travellers, the general public. We wanted to show that Brussels Airlines can make the difference when it comes to taking care of travellers. Even in bad circumstances.
Outcome
The busses generated a lot of smiles, many happy passengers and a lot of buzz. The news spread very fast on Twitter, Facebook, blogs and on the websites of national newspapers (HLN, Het Nieuwsblad, De Tijd, Le Soir, La Libre). It was also picked up by national television. The BlackOut Bus even got mentioned in a quiz in the second most-watched Belgian TV show on the national channel “Iedereen Beroemd”. Almost 1.100.000 viewers learned about the action for about 40 seconds.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
客户主管:
客户经理:
其他职位:RTV Production: Anton Ceuppens
Brand activation: Carole Jacobs
RTV Production: Eva Segers
Head of design: Hendrik Everaerts
Production Manager: Hendrik D'Haemer
PR: Katrien de Raijmaeker
Digital Strategist: Christophe Chantraine
奖项
戛纳国际创意节 2016
入围 公关活动
Crisis Communications & Issue Management
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