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Get Packing!

basics
Industry: Transport & Tourism
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
The “big four” airlines—United, American, Southwest, and Delta—each have a combined advertising and media budget that surpasses JetBlue’s by a shockingly large amount. This is always an issue, but it’s greatest during the holidays. It’s that one time of year when every company drops big bucks on holiday campaigns. So not only is JetBlue competing against other airlines, they are competing against everyone in the most cluttered advertising period of the year. We wanted to introduce a familiar product (travel) in an unfamiliar way that really leveraged the time of year when people shop for presents and gifts on Amazon. Introducing a JetBlue product in an unexpected way, crossing categories.
Strategy
We landed on the ultimate holiday truth: Everyone loves going home to be with their families. But inevitably, after staying in a cramped house, tensions rise, people crave their own space, and everyone wants to get away. That’s where JetBlue inserted ourselves, because we are good at taking people places. We promoted Get Packing! with four relatable films focused on “I want to GTFOutta here” holiday moments. Knowing these films would perform best online, we put them on paid social media like Instagram and Facebook and alongside media buys on Roku and YouTube pre-roll, in target JetBlue markets. Every film directed people to the game on Amazon.com. Get Packing! was also promoted with paid partner support from Ellen and iHeart Radio, and with promoted content on sites like Eater, Vox, and Curbed to further target our audience. Media ran from 12/7 – 12/13, until overwhelming demand ended the campaign.
Outcome
Get Packing! got an unfair share of attention—which turned out to be unfair. The game was so widely demanded that it literally sold out instantaneously on Amazon. Effectively crashing the Amazon product page. Which is no easy task. People couldn’t buy the game, so some complained on Twitter (unoriginal), while others tried auctioning off the game for $9,999.00 (original—and yes, this really happened). Ultimately, Amazon pulled out of selling the product for fear of customers getting upset at Amazon—which may be a first. The game got a lot of attention—some bad, most good, on a bunch of TV stations and websites as well.
Execution
We created Get Packing!—the first ever board game that came with a free round-trip ticket, and the first board game created by an airline. The board game was developed from scratch. With the help of a team of illustrators, we oversaw the art direction, design, and mechanics of the game, which included six unique game boards, 64 unique Wild Cards and 40 unique Packing Cards, and one custom-made die. We made 400 Get Packing! board games with round-trip tickets available for purchase on Amazon.com—a natural holiday shopping destination—for $19.99. The game was released on Dec. 12 and was initially planned to have three subsequent releases throughout the following week and a half. However, due to overwhelming demand, which crashed the Get Packing! product page on Amazon, the following releases were cancelled.
CampaignDescription
We created the must-have present—the ultimate board game made for the holidays. Get Packing! was the first and only board game that came with a real ticket for a JetBlue flight. It was simple: Play the game and Get the F*ck Out. (This happened to be our working tagline for some time.) Leading up to the holidays, Get Packing! was available on Amazon alongside other board games, for just $19.99.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Excellence > Single Country Campaign
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Use of Events & Stunts
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