Helping China Southern Airlines Take Off in the UK

Transcription

1 Helping China Southern Airlines Take Off in the UK

2 The challenge

3 The challenge China Southern Airlines is one of China s big three national airlines, however the brand was not well known in the UK - especially not for offering long-haul international flights. Our brief was to raise awareness of the China Southern Airlines brand by launching three new long-haul routes from London to Australia, New Zealand and South East Asia. We had a national target audience, but also needed to put a strong focus on reaching people that would consider London their most convenient airport.

4 The idea

5 The idea Our creative inspiration came from China Southern Airlines newest fleet of aircraft - the Dreamliner 787. A concept that brought to life the top class features on board as well as the excitement that new travelling adventures can bring - the Dream Flight, Dream Price campaign landed perfectly! The advertising creative depicted objects and landmarks for each of the new destinations floating around a passenger s floating head thus showcasing both the relaxation of flying with China Southern Airlines and the adventure that awaits you on your next dream holiday. To drive awareness, we planned the most impactful media channel available - large-scale out of home placements. Crowd made sure that the campaign was placed in front of a large, but relevant audience:

6 The idea London Underground The daily commute often calls for some escapism and we placed large digital adverts on platforms at the busiest underground stations across London - Piccadilly, Paddington, Liverpool Street, Waterloo and Victoria station. Our ads were strategically placed to capture the attention and imagination of commuters that may be considering their next holiday while waiting for the train.

7 The idea Premiership Football partnership The football Premier League is the most popular sporting competition in the UK. We adapted the campaign creative to stand out on pitch side LED banners at twelve high profile matches to reach not only the match attendees, but the significant global TV audience across free-to-air and Sky Sports channels.

8 The idea Horse Racing sponsorship The Sandown and Epsom Downs family day out horse racing events gave us the opportunity to reach an aspirational audience with the disposable income to travel to our destinations. Placed prominently at the finish line, and throughout event collateral, our creative was in the prime position to reach this demographic of people interested in travel to exotic locations.

9 The results

10 The results 60 HOURS Total onscreen brand visibility 89 MILLION Cumulative audience 336 MILLION Cumulative ad impressions One ad impression = 15 seconds of TV visible brand exposure viewed by one person. Premiership Football partnership In total, our Premiership football sponsorship campaign reached 89 million people and achieved 60 hours of total screen visibility. Using industry standard benchmarks, this equates to 336 million ad impressions - or a CPM equivalent of In total, our ads were in view for 24 minutes across this campaign.

11 The results HALF A MILLION People reached across central London 6X Digital screens at the busiest underground stations London Underground In just two weeks, our London Underground campaign was seen by over half a million people at the following stations: London - Piccadilly, Paddington, Liverpool Street, Waterloo and Victoria.

12 The results DREAM FLIGHT DREAM PRICE Australia from just 539 New Zealand from just 583 In December 2018, our creative work for this campaign reached the number one spot on The Drum s Creative Works Leaderboard, in both the Global and EMEA categories - giving Crowd our very own Christmas Number One to celebrate! global.csair.com

13 A global agency making a world of difference Crowd, UK Bournemouth T: +44 (0) London T: +44 (0) Crowd, USA New York T: +1 (885) San Francisco T: +1 (885) Crowd, NL Amsterdam T: +31 (0) Crowd, CHN Beijing T: Chengdu T: Hangzhou City T: Shenzhen T: Xi an City T: Crowd, CA Toronto T: +1 (647) Crowd, UAE Dubai T: +971 (0)